| Title | SOUNDFIGHTER |
| Brand | RADIO FRANCE |
| Product/Service | MAISON DE LA RADIO |
| Category |
A03. Use of Exhibitions and Installations |
|
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 |
The Brief
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.
Campaign Success
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 that features their improvised musical performance and virtual fight. The installation was then opened to the visitors who attended the opening event during 3 days
Describe the success of the promotion with both client and consumer including some quantifiable results
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%.
Explain why the method of promotion was most relevant to the product or service
After 12 years of renovation work, the Maison de la radio, home to the 4 French National Orchestras reopens to the public. We wanted to drive trafic for the 3 days of opening celebration and reach a younger audience. That’s why we create an activation. Soundfighter.
We used two pianos and a legendary video games licence, Street Fighter, to reach a wide and young audience.