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Faro Radio is a classical music station in Guatemala. As far as it goes, classical music isn't all that popular. In fact, one could say it is dying.
In order to save the dying Guatemalan station from having to go off air, TBWA Guatemala agency staged 'Beethoven's Second Death.'
In Guatemala, when a person passes away, you express condolences in obituaries over the TV, newspaper and on the radio. They decided to stage a mass media campaign, announcing that Ludwig van Beethoven would die for the second time, unless the people of Guatemala tune in to 104.5 FM.
The campaign reached as far as Guatemala's Minister of Culture, who provided funding to save the Faro Radio.
Fun and silly idea all at once.
Client: Radio Faro Cultural