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Outdoor
Radio Filarmonia: Clasiclaxons
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In Lima, Peru, what is heard most is a concert of horns. Why don't we tap into this bad habit and use it to disseminate classical music? Radio Filarmonía, the only Peruvian station to broadcast classical music did it through "Clasiclaxons" ("Classical Horns"). 100 vehicles (public transport units, ambulances, police patrol cars, fire trucks and private-owned vehicles) changed its regular horns, sirens and alarms for "Clasiclaxons" that emitted selected fragments of famous classical pieces. A message was attached to the body of the vehicles: "I don`t honk my horn. I play Filarmonia 102.7. Get your Clasiclaxon at www.filarmonia.org"Results showed an outstanding growth in the audience for classical music, as well as an increase of financial resources needed for the station's own survival by selling Clasiclaxons everywhere. By FCB Mayo Lima.
Director of Production: Sandra Goicochea |
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