Faro Radio is a classical music station that has two things that don't work in its favor: one, it's a radio station and two, it only plays classical music. In order to save the dying Guatemalan station from having to go off air, the TBWA agency staged 'Beethoven's Second Death.'
In Guatemala, when a person passes away, it's common to express condolences in obituaries over the TV, newspaper and on the radio. Taking inspiration from this, a mass media campaign was launched, announcing that Ludwig van Beethoven would die for the second time, unless the people of Guatemala tune in to 104.5 FM.
The campaign had a huge reach and eventually got to the eyes and ears of Guatemala's Minister of Culture, who made it his mission to save the iconic Faro Radio—surely this would have made Beethoven smile.
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Concept: "classical Music Station"
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