Premiile obtinute la FIBRA #2:
- BRONZE FIBRA @ Experiential/Stunts
PRESENTING THE CASE
Campaign / Execution Summary
The Weather Policy -
We insured the weather during Electric Castle festival and donated the money to a good cause - bringing electricity to those in need.
Then we went public and asked our fans to cast their own weather forecasts on
www.rainorshine.ro to support to the cause.
Through a controversial music video (that saw 4 priests of different religions pray for good weather) we took the wheel on the weather topic and turned it in our favour, inviting everyone to cast their forecasts and spread the word.
Context / Problem / Opportunity / Insight
Electric Castle is one of the best music festivals in SE Europe.
Heading towards their 2017 edition, they were facing a major issue: HEAVY RAIN affected the last 2 editions, making people reluctant to purchase tickets.
To make things even worse, Weather became the only conversation on social media, with people making weather jokes as a reaction for everything the festival was posting.
We had to turn the conversation in our favour.
INSIGHT: Talking about the weather is something we all do naturally, its the simplest form of human connection.
We decided to give power to this meaningless conversation, making it work for a better good.
Target Group
Our target were Electric Castle fans and influencers that were expected to attend the festival.
With a community of over 170,000 on all social media channels, we wanted to take the wheel of the Weather conversation and tackle their fear of bad weather at the festival.
Results
Every media outlet in Romania covered the subject - tv, print, radio.
The campaign caught the attention of international media as well.
Even our festival Headliners joined in, making #rainorshine to become trending topic.
We had 100k+ people visit the campaign website (www.rainorshine.ro) who casted more than 9k forecasts.
3,5+ million overall social media reach.
250k earned media
Most importantly, our cause raised enough money (31,000 euros) to bring electricity to 26 family homes from remote areas of Romania, for the very first time.
INFO
Agency/Company: Heraldist & Wondermarks
Entry Case Title: The Weather Policy
Brand: Electric Castle Festival & NN Insurance
Client: Electric Castle Festival
CREDITS
Creative Director: Semida Duriga
Art Director: Noemi Kruppa
Project Manager: Smaranda Rotaru
Strategy Director: Elena Hurjui
Strategic Planner: Teodora Turcu
International Communications Director: Dany Serrano
Head of Communications EC: Andi Vanca
Head of Sponsorships EC: Andrei Lupsa
Creative Director EC: Andy Daniluc
OTHER CONTRIBUTING COMPANIES
PR Agency: PR&More
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