| Title | The Banknote Concerts |
| Agency |
Leo Burnett Bucharest
|
| Campaign |
The Banknote Concerts
|
| Advertiser |
Samsung
|
| Brand |
dARe by Samsung
|
| Date of First Broadcast/Publication |
2020 / 7
|
| Business Sector | Mobile Telephones & tablets
|
| Story | THE 5 LEI BANKNOTE = THE PLACE WHERE ROMANIANS MEET ENESCU EVERY DAYThe creative leap was to identify a solution, both accessible and omnipresent, to give all Romanians the change to experience an elite music festival with the help of technology. The solution was that one place where Romanians meet Enescu day by day, regardless of financial status or musical preferences: the Romanian 5 lei banknote.CREATIVE IDEA:THE BANKNOTE CONCERTSBringing its promise to life, Samsung gave all Romanians the chance to experience an elite music festival at their fingertips, by turning each 5 lei banknotes into an AR marker that allowed people to simply scan it and thus experience the festival in real time, from wherever they were, directly on their smartphones and without paying a dime. |
| Philosophy | To make the festival accessible to everyone in Romania, we turned every 5 RON banknote into a "ticket". You see, the 5 RON banknote (1 EUR) carries the face of famous composer George Enescu. Using Samsung dARe app, people could simply scan it and watch the concert live on their phone. |
| Problem | "George Enescu" festival is one of Europe's biggest classical music festivals, but tickets are super expensive and sell out in hours. |
| Result | With 80 million concert "tickets" circulating the country, the "attendance" grew exponentially, proving that everyone can enjoy classical music without reaching too deep into their pocket. |
| Media Type |
Case Study
|
| Marketing Director |
Simona Panait
|
| Advertising Manager |
Livia Fericean
|
| Advertising Manager |
Livia Fericean
|
| Brand Communications Manager |
Ioana Sigarteu
|
| Social Media Specialist |
Corina Enache
|
| Managing Director |
Diana Alexa
|
| Regional Chief Creative Officer |
Jorg Riommi
|
| Chief Creative Officer |
Vasilije Corluka
|
| Group Creative Director |
Andrei Nica
|
| Copywriter |
Miruna Potop
|
| Art Director |
Silvana Frinculescu
|
| Art Director |
Ctlin Grigore
|
| Graphic Designer |
Codrin Neagu
|
| Strategic Planner |
Maria Sarivan
|
| Account Director |
Adina Rede
|
| Account Director |
Monica Iosif
|
| Account Executive |
Raluca Acuculiei
|
| Agency Producer |
Sorin Deleanu
|
| Digital Account Manager |
Diana Diaconescu
|
| Media Planner |
Anca Ludu
|
| Project Manager |
Brîndua Gurroie
|
| Managing Director |
Monica Jitariuc
|
| Managing Director |
Oana Bulexa
|
| Communications Director |
Sarah Stan-Boustani
|
| PR Communication Manager |
Alina Nechifor
|