Music Festival Of Cartagena Promo, Case study FREQUENCELLO by Y&R Bogota

FREQUENCELLO

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Colombia
Agency Y&R Bogota
Art Director Maria Fernanda Pinzon, Jaime Duque - Oscar Muñoz
Copywriter Juan Camilo Valdivieso - Jorge Millan, Julian Nuñez
Designer Gerardo Torres
Released November 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: SALVI FOUNDATION
Product/Service: CARTAGENA MUSIC FESTIVAL
Agency: Y&R COLOMBIA
Date of First Appearance: Nov 27 2010
Entrant Company: Y&R COLOMBIA, Bogotá, COLOMBIA
Entry URL: http://www.frequencello.com/
Creative VP: Mauricio Rocha
Creative General Director: Tito Chamorro
Creative General Director: Victor Osorio
Creative Director: Juan Camilo Valdivieso
Creative Director: Oscar Muñoz
Copywriter: Juan Camilo Valdivieso
Art Director: Oscar Muñoz
Copywriter: Julian Nuñez
Art Director: Maria Fernanda Pinzon
Designer: Gerardo Torres
Media placement: Radio - RCN Radio Stations - 27 December 2010

Insights, Strategy & the Idea
For the past 5 years the goal of "Cartagena International Music Festival" has been to bring music to people. And in 2011 the festival took one of its greatest challenges: Making everybody in Cartagena feel part of the Cartagena Music Festival.

The idea: Giving everybody the opportunity to make music for the festival.

With his purpose in mind we asked the radio stations around city to use their radio frequency in an unusual form, and make them part of a unique musical instrument called: THE FREQUENCELLO.

Creative Execution
We took a cello and recorded a range of notes. Each of these notes would then be transmitted separately by radio stations in Cartagena to allow people to make music with the radio dial when jumping from station to station.

To promote this idea we issued a news spot encouraging people to be attentive to their favorite stations and on December 27, at five o’clock the most popular radio stations came together during two minutes, and gave people the opportunity to make music playing THE FREQUENCELLO.

Results and Effectiveness
The results were staggering: the streets of Cartagena where filled with music as people came together with their radios and played with THE FREQUENCELLO. We not only created a radio spot, we created a citywide event making the entire city make music and transform a traditional radio into a unique musical instrument. Many songs were created as people played THE FREQUENCELLO with their radio. We were able to bring the Festival to its primary audience, the people of Cartagena. And in just two minutes we were able to prove that music is for everyone.