Title	THE INTERACTIVE MUSIC BOX
Brand	BANEASA GRAND ENTERTAINMENT
Product/Service	GEORGE ENESCU FESTIVAL
Category	A03. Use of Exhibitions and Installations
Entrant Company	FCB BUCHAREST, ROMANIA
Advertising Agency	FCB BUCHAREST, ROMANIA

Name	Company	Position
Dragos Raicu	Fcb Bucharest	Copywriter
Wanda Hutira	Fcb Bucharest	Art Director
Colo Nelu	Fcb Bucharest	Digital Punk
Andreea Serbu	Fcb Bucharest	Account Executive
Simina Lambrino	Fcb Bucharest	Account Manager
Sorina Borcescu	Fcb Bucharest	Client Service Director
Claudiu Dobrita	Fcb Bucharest	Creative Director
Sorin Fotache	Fcb Bucharest	Designer
Iulia Stanescu	Fcb Bucharest	Agency Producer
Charlie Sumanou	InTouch Media	Producer

The Brief

The George Enescu Festival is Romania's biggest classical music event and one of the most prestigious in Europe.??A child prodigy, Enescu began composing at an early age and became the youngest student ever admitted to the Vienna Conservatory. In 2015, the Festival's theme was "Impressions from Childhood", a symphony Enescu composed when he was only 6 years old. ?But how could we help his music educate and inspire the kids of today in becoming the composers of tomorrow??? Presenting: the world's first interactive music box!?

Campaign Success

During the months leading up to the festival, the installation was designed and built from scratch as a fully functional music box. Architects, engineers and musicians worked together to find the best solutions and ultimately design and craft a unique musical instrument, the first of its kind. ?? Because playing is the best way to learn, the innovative system allowed kids to place each note themselves and then turn the wheel to play (and live-stream) their composition. ?The goal was to create a fun interface, so the notes were translated into something familiar and captivating: Lego pieces.??? On the steel drum children can insert Lego pieces in various colors, following a pre-established formula or getting creative as they go. With the Lego pieces in place, turning the handle activates the digital mechanism that reads the positions of the Lego pieces and translates them into beautiful music.?????

Describe the success of the promotion with both client and consumer including some quantifiable results

To help the news spread quickly, we sent media and bloggers a few Lego pieces along with an invitation to test the music box themselves and turn the pieces into music. The journalists accepted the invitation, generating tons of free PR and news by most major channels.?? ? Since day 1, the Interactive Music Box started playing tune after tune as visiting families queued to give kids a turn at the fun. As the word got around through social media, it turned into a must-see attraction.????It became #1 in all festival related news, generated over 100 000 000 page impressions and over 140 media features worldwide, totaling 130 000 euros worth of free media.? Most importantly, we proved that with the right instruments, classical music can be something that kids genuinely appreciate and love to play with, inspiring Romanian families to make classical music a part of their kids' education.??????

Explain why the method of promotion was most relevant to the product or service

Playing is the best way to learn. In order to stimulate children to get acquainted to classical music during Romania's biggest classical music event we built them a beautiful game: the first Interactive Music Box where kids cand play and compose music using only their playing abilities and Lego pieces placed on the cylinder as their imagination tells them. Each composition is saved on a piano-shaped USB-stick and offered to their family for keeps together with a young composer's certificate.