Title	THE BANKNOTE CONCERTS
Brand	SAMSUNG ELECTRONICS ROMANIA
Product/Service	DARE BY SAMSUNG
Category	B05. Content Discovery & Amplification
Entrant	SAMSUNG ELECTRONICS ROMANIA Bucharest, ROMANIA
Idea Creation	LEO BURNETT Bucharest, ROMANIA
Media Placement	STARCOM Bucharest, ROMANIA
PR	MSL THE PRACTICE Bucharest, ROMANIA

Name	Company	Position
Simona Panait	Samsung Electronics Romania	Marketing Director, Samsung Romania & Bulgaria
Livia Fericean	Samsung Electronics Romania	Corporate Citizenship & Public Affairs Manager
Ioana Sigarteu	Samsung Electronics Romania	Corporate Communication Manager
Corina Enache	Samsung Electronics Romania	Social Media Specialist
Diana Alexa	Leo Burnett Bucharest	Managing Director
Victor Stroe	Leo Burnett Bucharest	Associate Director & Head of Strategy
Jorg Riommi	Leo Burnett Bucharest	Chief Creative Officer Central Eastern Europe & Romania
Vasilije Corluka	Leo Burnett Bucharest	Chief Creative Officer
Andrei Nica	Leo Burnett Bucharest	Group Creative Director
Miruna Potop	Leo Burnett Bucharest	Copywriter
Silvana Frînculescu	Leo Burnett Bucharest	Art Director
Cătălin Grigore	Leo Burnett Bucharest	Art Director
Codrin Neagu	Leo Burnett Bucharest	Graphic Designer
Maria Sarivan	Leo Burnett Bucharest	Strategic Planner
Adina Redeș	Leo Burnett Bucharest	Brand Communication Director
Monica Iosif	Leo Burnett Bucharest	Senior Brand Communication Manager
Raluca Acuculiței	Leo Burnett Bucharest	Brand Communication Executive
Sorin Deleanu	Leo Burnett Bucharest	Agency Producer
Rodica Mihalache	Starcom Mediavest Group Romania	Head of Consumer & Business Insights
Diana Diaconescu	Starcom Mediavest Group Romania	Digital Account Manager
Anca Ludu	Starcom Mediavest Group Romania	Online Media Planner
Alina Stănescu	Starcom Mediavest Group Romania	Print & Radio Manager
Brîndușa Gurăroșie	Starcom Mediavest Group Romania	Special Projects Manager
Monica Jitariuc	MSL The Practice	Managing Director
Oana Bulexa	MSL The Practice	Managing Director
Sarah Stan-Boustani	MSL The Practice	PR Director
Sarah Stan-Boustani	MSL The Practice	Communication Director
Alina Nechifor	MSL The Practice	PR Manager
Alina Nechifor	MSL The Practice	Senior Communication Manager
Mihaela Ciocan	MSL The Practice	Communication Specialist

Why is this work relevant for PR?

"George Enescu" festival is one of Europe's biggest classical music festivals, but tickets are super expensive and sell out in hours. To make the festival accessible to everyone in Romania, we turned every 5 RON banknote into a "ticket". You see, the 5 RON banknote (1 EUR) carries the face of composer George Enescu. Using Samsung dARe app, people could simply scan it and watch the concert live on their phone. With 80 million concert "tickets" circulating the country, the "attendance" grew exponentially. The campaign generated 700% earned media return and higher brand association than all other partnering brands combined.

Background

GEORGE ENESCU FESTIVAL: THE MOST ESTABLISHED, YET THE MOST UNATTAINABLE MUSIC EVENT In 2019, Samsung was the technology partner of George Enescu Festival, the most prestigious classical music event in Romania, yet the most exclusive one: expensive tickets that sell out in a matter of hours always to the same old elite in Bucharest, making it impossible for most Romanians to enjoy it live. PROOF OF INNOVATION IN STIFFLY MANNERED CONTEXT Samsung took the challenge: live by its brand promise “Do what you can’t” and prove innovation can break the preconceived conventions of experiencing classical music: from who can enjoy it to how it can be enjoyed. THREE SETS OF OBJECTIVES TO TRACK THE IMPACT 1. PARTICIPATION - 10.000 app scans - 100% increase in app downloads 2. AWARENESS AND CONVERSATION - 5 million people reached5 - 30% share of stage 3. BRAND DISTINCTIVENESS - 5% increase in brand distinctiveness

Describe the creative idea (20% of vote)

THE 5 LEI BANKNOTE = THE PLACE WHERE ROMANIANS MEET ENESCU EVERY DAY The creative leap was to identify a solution, both accessible and omnipresent, to give all Romanians the change to experience an elite music festival with the help of technology. The solution was that one place where Romanians meet Enescu day by day, regardless of financial status or musical preferences: the Romanian 5 lei banknote. CREATIVE IDEA: THE BANKNOTE CONCERTS Bringing its promise to life, Samsung gave all Romanians the chance to experience an elite music festival at their fingertips, by turning each 5 lei banknotes into an AR marker that allowed people to simply scan it and thus experience the festival in real time, from wherever they were, directly on their smartphones and without paying a dime.

Describe the PR strategy (30% of vote)

OPPORTUNITY In 2019, Samsung celebrated 3 years of being the innovation partner of the highly respectable Enescu Festival. As a tribute to the great composer, but also in order to illustrate how technology can create memorable musical experiences, Samsung facilitated the access to concerts, through augmented reality. OBJECTIVES 1. Position Samsung a tech leader that brings innovation to the Romanian cultural landscape. 2. Create a direct link with the spirit of dARe by Samsung app: urban and cultural digital explorer. 3. Bring classical music all over Romania, through technology. PLANNING Technology and music have a common role, to bring us closer together. The challenge of technology is to create a collaborative context for artists and to enhance their creative possibilities. We knew we had to achieve a main goal - taking to the next level the partnership between Samsung and Enescu Festival by highlighting the brand promise #Dowhatyoucan’t.

Describe the PR execution (20% of vote)

George Enescu Festival brought 2,500 artists from over 50 countries, with over 80 concerts in Bucharest and another 30 concerts in 10 cities in the country. It was the most extensive edition yet. To appeal and have access to the entire country, we had to find something that was present everywhere. There is one place where Romanians meet Enescu on a daily basis, regardless of their financial status or their musical taste: the 5 lei banknote. Thus, we transformed an ignored, analogue medium - physical money - into an AR marker that would allow any Romanian to download dARe by Samsung app, scan the banknote and experience the Enescu festival through live streaming. We inaugurated something unique: the first concert in a banknote. Aside from the creative power of the technology, we wanted the campaign to have an educational layer, as well, breaking the preconceived limits of classical music.

List the results (30% of vote)

Samsung’s aimed to prove innovation can have a mindful purpose and a positive impact and the outcome was spectacular. 1.PARTICIPATION: - + 20.000 scans1 on the dARe by Samsung app - vs. 10.000 objective - 282% increase in app downloads - vs. 100% objective (from +3k to +11k2) - 1st place in App Store/Google Play in the 1st week 2.AWARENESS: - 7.5M total reach - vs. 5M objective - 53% Share of Stage - vs. 30% objective (the most mentioned brand compared to other partners: Rompetrol 15% or Raiffesen Bank 8%) - Over 14 million media impressions - Over 230k euro earned media 3.BRAND DISTINCTIVENESS - 9% increase in brand distinctiveness - vs. the 5% objective (considering Samsung’s distinctiveness was facing a 3% decline, from H2 2018 to H1 2019)1 Sources: Client data, September 2019 App Store/Google Play, September 2019 PR agency, September 2019 Zelist Monitor, September 2019