EPICGRAM

Short List
TitleEPICGRAM
BrandB-CLASSIC
Product/ServiceMOBILE APP
Category D02. Use of Co-Creation & User Generated Content
Entrant DDB BRUSSELS, BELGIUM
Idea Creation DDB BRUSSELS, BELGIUM
Credits
Name Company Position
Peter Ampe DDB Brussels Creative Director
Odin Saillé DDB Brussels Creative Director
Kenn Van Lijsebeth DDB Brussels PR Manager
Sander Verniers DDB Brussels Insights Planner
Cedric Lopez Fernandez DDB Brussels Designer
Stefanie Warreyn DDB Brussels Producer
Renaud Goossens DDB Brussels Producer
Bert Wijnants DDB Brussels Designer
Davy Dooms DDB Brussels Designer
Francis Lippens DDB Brussels Account Director
Maarten Breda DDB Brussels Producer
Dominique Poncin DDB Brussels Head of Strategy
Kaat De Brandt DDB Brussels Account Manager
Sven Verfaille DDB Brussels Graphic Designer
Jonathan d'Oultremont DDB Brussels Creative

The Campaign

The idea was to make a mobile app which would prove Belgians just how cool classical music can be. Classical music mixed with slow motion videos proved to be the recipe to make your average video look epic. The perfect way to introduce classical music to young target groups who, in normal situations, would otherwise never use classical music.

Creative Execution

We teamed up with our partners and produced a mobile app that people could download for free on the iOS App Store and Android Playstore. The app let you shoot short videos on which you could add classical music pieces of 10 different composers. The app the adds a slow motion layer on top which makes the result look movie-like. With the different composers you have the choice between different emotions. You can make your video euphoric, romantic, or even dramatic, just by adding slow motion and classical music. We created different social media channels to introduce the app with a spreading movie and to showcase the best user-generated examples. The users which use the app soon turn into ambassadors because every video shared is a promotion of the force of classical music.

- 10.000 downloads in the first week - 112 million impressions - Apple put it on the App Store homepage in 28 countries - Worldwide exposure with focus on Belgium, France and The Netherlands. - Every user listened on average to 3 different classical songs. - B-Classic festival sold out

With our mobile app we wanted to change the image of classical music. We wanted to close the gap between the younger generations and classical music. And what better tool to do this than a mobile app? Introducing Epicgram.

Insights, Strategy and the Idea

In order to change the mind of Belgians on the subject of classical music we need to combine it with something they perceive as cool. Shooting videos on your mobile phone has been a trend which got increasingly popular over the years, supported by famous social media channels making compilations on different subjects. Making an app that combines classical music with shooting short videos would make classical music part of everyone's daily life.