Advertiser: MONDELEZ INTERNATIONAL ARGENTINA
Agency: +CASTRO, FLY GARAGE
Category: Copywriting
Advertising campaign: BELDENT RANDOM MUSIC FEST
Advertiser Supervisors: Ángel (Mondelez International Latam)
Interactive Director: Juan Riva (The Pasto)
Creative Director: María Mujica (Mondelez International Latam)
Creative Team: Ignacio Varone (+Castro)
Creative Director/Innovation Director: Nicolás Pimentel (+Castro)
Innovation Producer: Pablo Del Bosco (+Castro)
Advertiser Supervisors: Pablo Tibaldi (Mondelez International Latam)
Music Producer: Leandro Cabo Guillot (Spa Entertainment)
Advertiser Supervisors: Manuel Loitegui (Mondelez International Latam)
Creative Director: Nick Parish (Contagious Insider)
Advertiser Supervisors: Sebastián Scasso (Mondelez International Latam)
Account Executive: Sebastián Zuddio (+Castro)
Interactive Manager: Agustín Mende (The Pasto)
Advertiser Supervisors: Diego Serantes (Mondelez International Latam)
Executive Producer: Javier Semeñenko (Zensei)
Planner: Juan Manuel Jofré (+Castro)
Advertiser Supervisors: María Mujica (Mondelez International Latam)
Interactive Art Director: Pablo Maffezini (The Pasto)
Innovation Director/Executive Producer: Pedro Saleh (+Castro)
Creative Team: Darío Rodriguez (+Castro)
Project Assistant: Florencia Arrizabalaga (+Castro)
Creative Team: Francesco Vicenzi (+Castro)
Music Producer: Griselda Calderón (Spa Entertainment)
Campaign Description
Context and challenge: Every year more brands organize festivals to be associated with music. These multiband festivals are all identical and the only thing that changes between them is the type of bands playing. Therefore, brands also fail to differentiate. Our challenge was to try and make the difference.Since the creation of mp3 players, millennials have been listening to music in a new way: the RANDOM MODE. Our principal objective was to take this idea of the digital world and bring it into the offline world.
Effectiveness
10.000 millennials were at the festival and 250.000 experienced it through streaming from Beldent´s Facebook fanpage and clarin.com#BeldentRandom was trending topic top 20 in the world and Beldent´s Facebook surpassed 1 million fans.Rolling Stone magazine validated it as a new format with the potential to stay in the world of music.The format has new dates in 2013 in Argentina and in more than 3 other countries.
Implementation
Our idea: a concert where you didn't know what was coming next. Implementation: 4 stages of 4 different colors. A multimedia lighthouse placed in the center of the crowd which randomly selected 1 stage among 4. A band came out, played 3 songs and right after, the light chose the next band. And so on, from stage to stage, for 5 hours. To make the festival known we created a multimedia campaign (TV, outdoor, digital, radio) and launched a packtivation, a special edition of Beldent with random flavoUrs. Also, a promotional plan so people could win tickets buying the product. We installed Random Points in the most important retails, where millennials could win tickets for the show. We also developed an app that showed the lyrics of the song that was being played at that moment for people could sing along and people could experience the festival through streaming.