As WQXR's agency of record, we are rewriting the rules for promoting classical music while expanding the cultural leader's national influence.
Our kickoff campaign celebrated "Beethoven Awareness Month" by flipping expectations and recasting the composer as a modern cultural icon. Our antidote to the perception of classical music being stodgy and elitist began with street-level wild postings around NYC featuring an image inspired by Shepard Fairey's iconic graphic style and the words OBEY-THOVEN.
The ambitions of the OBEYTHOVEN campaign went beyond boosting listenership as we sought to instill a new appreciation for centuries-old music. With a magnanimous nod of approval, Shepard Fairey loved the idea, remarking to the New York Times, "of course I support classical music, and this homage to my work made me smile.” Stuart Elliot of the Times added, “The extent of the WQXR campaign mirrors its ambitions" while New York Magazine’s tastemaking Approval Matrix positioned the campaign at the apex of “Highbrow/Brilliant.”
We stretched a modest media budget across wallscapes, posters, online ads, a local TV spot and fun limited edition items like T-shirts, stickers and temporary tattoos. We also helped WQXR produce an event at Grand Central Station featuring a quartet performing live Beethoven pieces accompanied by a breakdancer wearing our cheeky "BEETHOVEN WAS DEF" T-shirt.
The campaign not only caught the attention of hundreds of blogs and aggregators across the country, but pushed WQXR to the coveted #1 ratings slot among U.S. classical radio stations.
More info at eyeballnyc.com/#/work/view_all/wqxr_campaigns
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