Klara Radio, the Belgian classical music station formerly known as Radio 3, has run a national classical musician of the year competition since 2001. Research showed that the radio station was suffering from falling ratings and an elitist, overly serious image. Advertising agency BG&F worked with Radio Klara to lighten up the advertising for the competion, aiming to attract a larger, younger audience and put classical music back into the daily lives of everyday people. The 2006 campaign was the first to use sexual innuendo.
A pianist is on the stage, playing Chopin’s Nocturne in B flat minor, Opus 9 number 1. A female violinist arrives on the side of the stage. She has the means to distract him. All it takes is the unbuttoning of a blouse… The super: “De Strijd Is Begonnen. MUZIEKPRIJZEN 2006 De Klara Muzik Radio Klara De Cultuuradio”. (The Battle Has Begun. Classical Musician of the Year. Radio Klara).
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The ongoing Classical Musician Of The Year campaign was developed at LG&F, Brussels, by creative directors Christophe Ghewy and Paul Wauters, art directors/copywriters Johan Roelandt and Koen Van Deun, agency producer Sophie Breaks, account supervisor Sofie Hendricx.