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Lang Lang on behalf of OMD
Lang Lang, the world-renowned Chinese pianist and United Nations Messenger of Peace, has a charitable foundation offering scholarships and mentoring to young people, training them as global ambassadors.
Allianz sponsored a talent competition to recruit for the foundation culminating in an event in Munich this Christmas. We were asked to attract applicants from the UK, France, Germany and South Korea between the ages of 6-16. These young individuals were to have significant musical talent but not be in the recognised tutoring system.
We researched the music pieces for exam gradings in each country as well as musicians, musical instruments and niche music sites, specific groups on Youtube, and Facebook likes/groups, to target young people and their parents.
We delivered 20,000 visits to the campaign and there were over 5000 entrants to the competition for mentorship. The competition was massively over subscribed.