| Title | THE SINGING STAMP |
| Brand | FLEMISH RADIO CHOIR |
| Product/Service | CLASSICAL MUSIC |
| Category |
A07. USE OR INTEGRATION OF PRINTED CONTENT |
|
Entrant Company
|
HAVAS WORLDWIDE BRUSSELS, BELGIUM
|
|
Contributing Company
|
HAVAS WORLDWIDE BRUSSELS, BELGIUM
|
Credits
| Jorrit Hermans |
Havas Worldwide Brussels |
Executive Creative Director |
| Tom Loockx |
Havas Worldwide Brussels |
Executive Creative Director |
| Julie Vanderbeck |
Havas Worldwide Brussels |
Art Director |
| Matthew Lootens |
Havas Worldwide Brussels |
Copywriter |
| Thea Van Damme |
Havas Worldwide Brussels |
Creative Intern |
| Lies Vandenbergh |
Havas Worldwide Brussels |
Creative Intern |
| Ellen Sonck |
Havas Worldwide Brussels |
Account Manager |
| Vicky Cloosen |
Havas Worldwide Brussels |
Account Executive |
| Yann Balbaert |
Havas Worldwide Brussels |
Head Of Digital |
| Nicolas Willot |
Havas Worldwide Brussels |
Digital Design |
| Julie Vanderbeck |
Havas Worldwide Brussels |
Graphic Design |
| Olivier Janssen |
Havas Worldwide Brussels |
Project Manager |
| Regine Heymans |
Havas Worldwide Brussels |
Traffic Manager |
| Marcel Lennartz |
Marcel Lennartz |
Cameraman |
| Motormusic |
Motormusic |
Sound Studio |
| Hervé Niquet |
Flemish Radio Choir |
Music Director |
| Véronique Bossaert |
Brussels Philharmonic |
Marketing Director |
| Nico Moernaut |
Brussels Philharmonic |
Communications Assistant |
| Ann Voorspoels |
Havas Worldwide Brussels |
Managing Director |
The Campaign
As for Branded Entertainment, the legislation in Belgium is quite flexible. As long as the content is relevant and the message is not hidden or misleading, a medium may decide independently to feature the branded content or not.
Results
Challenge:
How to sell out a concert series of classical choir music by Brahms?
How to interest and attract a younger audience?
How to handle big expectations on a small budget?
Idea:
We let people enjoy a preview of Brahms Correspondence on their correspondence.
Thanks to The Singing Stamp, we triggered a choir performance on any envelope in augmented reality via the Layar app on your smartphone or tablet.
One of the vocalists then urged to buy tickets online.
Both a likeable and lickable way to share the new concert series by the Flemish Radio Choir.
Production:
Digital, visual and musical development teams from the agency and the client co produced small vocal pieces of Brahms music.
We shot and recorded these and turned them into augmented reality performances.
We then designed a real stamp with an AR key designed in it.
This triggered the choir performance of the stamp after scanning it with your smartphone.
The Stamp became famous overnight after it was featured on the national evening news in Belgium on the day of its release. The following day it was available for sale online and was stuck to thousands of envelopes sent by The Flemish Radio Choir.
It's an interactive postal stamp that you bring to life using your smartphone.
By scanning it with the Layar app, a 3D-stage appears on your screen in augmented reality, followed by the choir that starts to sing. At the end of the vocal piece, one of the singers invites you to buy ticket to their performance.
All the Brahms Correspondence concerts sold out.
The Singing Stamp made headline news on national television in Belgium.
Collectors from all over the world bought our stamps.