| Title | SOUNDFIGHTER |
| Brand | RADIO FRANCE |
| Product/Service | MAISON DE LA RADIO |
| Category |
A07. Use of Events and Stunts |
|
Entrant Company
|
DDB PARIS, FRANCE
|
|
Advertising Agency
|
DDB PARIS, FRANCE
|
|
Production Company
|
CRAC Paris, FRANCE
|
Credits
| Alexandre Hervé |
Ddb Paris |
Executive Creative Director |
| Mélanie Pennec |
Ddb Paris |
Art Director/Copywriter |
| Jean Weessa |
Ddb Paris |
Art Director/Copywriter |
| Jean-luc Bravi |
Ddb Paris |
Account Director |
| Marine Hakim |
Ddb Paris |
Account Manager |
| Charlotte Drago |
Ddb Paris |
Account Executive |
| Monique Denoix |
Radio France |
Advertiser Supervisor |
| Sylvie Berranger |
Radio France |
Advertiser Supervisor |
| Alain Faucher |
Radio France |
Advertiser Supervisor |
| Raja Roudni |
Radio France |
Advertiser Supervisor |
| Camille Waldschmidt |
Radio France |
Advertiser Supervisor |
| Cyrille Chapellier |
Ckab |
Technic Developpement |
Brief Explanation
Inaugurated in 1963, La Maison de la Radio is home to the 4 French National Orchestras. In November 2014, after 12 years of renovation work, the institution reopens to the public. How to foster young people’s interest in classical music and show the open-mindedness of the new “La Maison de la radio”?
Our musicians play music. So we needed to play with music. That’s why we create Soundfighter: a new way to play to Street Fighter without controllers but with two pianos.
Results and Effectiveness
With zero media investment, the results have been fantastic and that has been our greatest surprise: French biggest medias (Le Monde, Canal +, France Télévision)
talked about us, as geek foreign websites. 60,000 visitors came to the opening event of la Maison de la Radio. Without any media investment, more than 2000 websites talked about us. Since the beginning of 2015, more than 100,000 children have visited
La Maison de la Radio. In 2015, annual subscriptions increased by 300%.
Creative Execution
2 young pianists from the Conservatoire National de Paris had the opportunity to try their hands at the interactive sound installation a few days before the reopening of La Maison de la Radio. We made a film features their improvised musical performance and virtual fight to reach a wide and young audience. It quickly has been cross-linked by a number of websites.
Insights, Strategy and the Idea
The Ministries of Education and Culture both provide financial support for La Maison de la Radio’s cultural mission: the institution has to attract young generations and a new working-class audience to its concerts.
However these people may consider classical music as an elitist type of art because it looks too complex, too serious to them. Using video games was the best way to dispel their wrong perceptions and to affirm La Maison de la Radio’s modernity.