Title	JAZZ CRAWL
Brand	BG JAZZ SERVICE
Product/Service	JAZZ CRAWL FESTIVAL
Category	A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	McCANN BELGRADE, SERBIA
Idea Creation	McCANN BELGRADE, SERBIA

Name	Company	Position
Vladimir Ćosić	McCann Beograd	Creative Director
Zdravko Kevreshan	McCann Beograd	INNOVATION EXCELLENCE ART DIRECTOR
Rade Šaptović	McCann Beograd	Associate Creative Director
Kristina Jovanović	McCann Beograd	Art Director
Miloš Stanković	McCann Beograd	Account Director
Marija Stošić	McCann Beograd	Strategic Planner

The Campaign

The famous opening sequence of Serbian national TV prime time news is viewed by almost a million people every day. Through the years, it became one of the national symbols. Its legendary music hasn’t been changed in 21 years. For the purpose of the first Jazz Crawl festival, on the international jazz day, an independent group of jazz musicians recomposed the music of the famous opening sequence in a jazz manner. It was thus broadcast, causing avalanches of reactions in social media and tremendous interest of the main web portals, newspapers and other mainstream media (even competing TV stations).

Creative Execution

The campaign was launched on Saturday, April 30th, on the International Jazz Day, just hours before the beginning of the Jazz Crawl Festival. We changed the music of the opening sequence of Serbian national TV news in prime time, which through the years became a symbol of bad news. The news however remained the most popular TV program in Serbia with over one million viewers on daily basis. One broadcast of famous tune recomposed in a jazz manner was enough to start an avalanche of social media comments, word to mouth buzz and self-perpetuating PR.

• The campaign reached over one million viewers out of seven million inhabitants of Serbia. All national news portals and newspapers reported about the Jazz Crawl Festival; even two competing TV stations. • This small media intervention set up the avalanche of positive comments on social media and 150 self-generated media reports. As a result, all 8 festival venues were fully packed with visitors.

In order to promote the 1st Serbian Jazz Crawl (a jazz festival held in pubs and clubs around Belgrade) we turned something iconic - the music for the opening sequence of Serbian national prime time TV news that hasn’t been changed in 21 years – into a channel for our message! We thus went outside the boundaries of expected in how one views media, and also how one uses it for promotion.

Insights, Strategy and the Idea

The main objective we set was to announce the arrival of the new jazz festival, as loudly as possible; to raise awareness about something which is cultural niche effectively, in such a way that we captured both jazz connoisseurs (who understand that jazz is about night clubs, sweat and emotion), and the people who felt that jazz was about concerts in big halls and polite audience, thus not for them. Our strategy was to look for the biggest, and most accessible megaphone of them all (this is why we decided upon the national TV station, Radio Television of Serbia, and its evening news format), and to create an idea that goes beyond advertising. We wanted to make a surprise for all, to create a topic of conversation, to use a piece of media no one has used before, and use it in such a way that we create a splash.