THE POWER OF MUSIC by Y&R Bogota for Music Festival Of Cartagena

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THE POWER OF MUSIC

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Colombia
Agency Y&R Bogota
Creative Director Diego Suarez, Jorge Millán
Art Director Leonardo Carrasco
Copywriter Diana Marino
Released December 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: SALVI FOUNDATION
Product/Service: CARTAGENA MUSIC FESTIVAL
Agency: Y&R COLOMBIA
Date of First Appearance: Dec 27 2010
Entrant Company: Y&R COLOMBIA, Bogotá, COLOMBIA
Entry URL: http://www.elpoderdelamusica.org/video/
Creative VP: Mauricio Rocha
Creative General Director: Tito Chamorro
Creative General Director: Victor Osorio
Creative General Director: Julian Jaramillo
Creative Director: Jorge Millan
Creative Director: Diego Suarez
Coprywriter: Sergio Tenjo
Copywriter: Diana Mariño
Art Director: Leonardo Carrasco
Media placement: Cyber - Facebook - 15 january 2011

Insights, Strategy & the Idea
The Cartagena Music Festival is one of the most important music festivals around the world. But in Colombia, most people are unaware of the social-service work the Festival undertakes to encourage music education among musically talented children, and we wanted the whole country to find out about it.
And so a project came together that allowed anyone to experience just how amazing it is not only to make music come to life where it’s most needed, but also illustrate how marvelous the collective power of people and music is.
We recognized Facebook to be the unbeatable platform for getting our word out and having it spread from contact to contact with its 20% penetration in the Colombian market, ranking 11th worldwide.

Creative Execution
Put the power of music to the test! We struck out on the high seas off Cartagena and let people take a ride along with us through social networking. The mission? Sink a cello 150 meters under the sea and give the people the power to pull it back up to the surface so a young cellist would be able to perform on it in the inaugural concert at the Cartagena Music Festival. To get this done, we needed 5,000 people to donate their status on Facebook. How did we do this? We connected a website and a Facebook App to a mechanical pulley system on board our boat, and every time someone donated their FB status, the cello inched its way up to the surface.

Results and Effectiveness
5,918 Facebook users donated their status. The cello broke the surface in just 10 days.
Lorena, our young cellist, performed on her new cello in front of an audience of over two hundred people at the Festival’s inaugural concert set in a humble Cartagena neighborhood. The 24-hour NTN Latin American news channel aired the concert live. In the end, the event went viral hitting hundreds of news sites and blogs, not only in Colombia, but also around the world where Lorena’s story and her smile was seen over and over again.