Title	YOU MAY NOT KNOW THE NAME. BUT YOU WILL KNOW THE MUSIC.
Brand	CLASSIC FM
Product/Service	CLASSIC FM
Category	A06. Media & Publications
Entrant	MR PRESIDENT London, UNITED KINGDOM
Idea Creation	MR PRESIDENT London, UNITED KINGDOM
Media Placement	PHD London, UNITED KINGDOM
Production	MR PRESIDENT London, UNITED KINGDOM
Production 2	HOI POLLOI London, UNITED KINGDOM
Additional Company	WAVE STUDIOS London, UNITED KINGDOM

Name	Company	Position
Jon Gledstone	Mr. President	Executive Creative Director & Partner
Dan Viveiros	Mr. President	Head of Design
David Clulow	Mr. President	Senior Designer
Sarah Hardcastle	Mr. President	Creative
Elliot Shiels	Mr. President	Creative

The Campaign

Classical music might seem like a genre for pensioners and posh people, but when we did our data gazing and focus groups we identified that it evokes powerful memories in almost everyone, they just don’t always realise it until they hear it. For our 25-34-year-old target audience, it was most relevant to TV, movies and video games – think Indiana Jones, Game of Thrones or Assassin’s Creed. The key insight was that classical music is extremely emotionally powerful and that even if people don’t know the name of a song, they will probably recognise the tune. This gave us an opportunity to harness the power of sound, fire up people’s imaginations and build a clear and contemporary connection between Classic FM and iconic moments.

Creative Execution

By keeping our visuals incredibly simple, we let the music tell the story, showing that people already ‘know’ classical music and experience it every day, often without realising it. In describing music in famous film moments, we reveal classical music as a powerful cultural force that can evoke vivid memories we didn’t even know we had. The cowboy riding on a big white horse whilst shooting his revolver at the bad guys moment, the woman in the red dress slinking into the bar and ordering a Scotch moment, and the soldier running back to save his best friend moment. The campaign runs in Picturehouse Cinemas Gold Spots from 7th September 2017, 25 years to the day since Classic FM went live for the first time. The campaign will last for 3mths, reaching 800k admissions and is supported by social activity and digital advertising on Facebook and Instagram, targeted by movie

We’ve been seen on the big screen by 800,000 potential new listeners and official RAJAR listening figures are already showing positive signs with reach up 3% yoy and total hours up 2% yoy. At launch, daily listening figures increased by 14%, listening hours by 5% and website visits by 16%, whilst new sales of advertising space targeted at the 25-34yr audience have been secured off the back of our campaign. On social we have achieved a low cost per view at only £0.01, a strong % of film viewed at over 42% and a Facebook relevancy score of 8.3 out of 10, all indicating that our target audience have responded extremely positively to the campaign. To coincide with their 25th birthday a new generation have been engaged with Classic FM and we’ve clearly shown it’s more than just a place for pensioners and posh people.

When Global – one of the world’s leading media and entertainment groups – wanted to engage a new generation with Classic FM, we developed a campaign that used the emotive and immersive nature of cinema, with its dark rooms and heightened senses, to evoke memories that showed the power and appeal of classical music.

Insights, Strategy and the Idea

We needed to show just how relatable classical music was and that it was embedded in popular culture, even if our audience didn’t know it. The most prominent and powerful place to demonstrate this for our audience was in film, so we set out to bring classical music to life through famous film moments. To maximise the impact, we created a partnership with boutique cinema chain ‘Picturehouse Cinemas’, giving us the perfect place to reach an influential 25-34yrs audience. We secured the coveted Gold Spot before movies such as ‘Kingsman: Golden Circle’ and ‘It’, with the cinema activity supported by Facebook and Instagram ads targeted to those interested in the blockbuster movies we were playing alongside.