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DOI: 10.5593/sgemsocial2014/B41/S14.033

EUROVISION 2014 – A COMPETITION OF MARKETING CAMPAIGNS

C. Apostol
Saturday 1 November 2014 by Libadmin2014

References: International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM2014, www.sgemsocial.org , SGEM2014 Conference Proceedings, ISBN 978-619-7105-30-8/ ISSN 2367-5659, September 1-9, 2014, Book 4, Vol. 1, 281-288 pp

ABSTRACT
The main objective of this paper was to investigate and evaluate the factors which determined the winning of Eurovision 2014 contest by the cultural marketing campaign of Austria. Due to its huge stake, with immense financial gains and international consecration for the winner, the festival has become a true battle of national marketing campaigns. In the attempt to explain the social and political implication of the brave Austrian marketing campaign, I used the statistics that I found illustrative, overlapping them with the press information and the numerous interviews offered by the personalities implied. Trying to explain the mechanism that contributed to the success of Austrian campaign, besides the evaluation of the multidisciplinary implications, I also used marketing theories like Blue Ocean Strategy or Jung’s studies about Archetypes (Jesus Archetype). But the key element which determined the victory of the Austrian marketing campaign to the prejudice of the marketing strategies promoted by the other participant countries, was the ability with which the artistic marketing concept Conchita Wurst, managed to embody a symbol of the battle for tolerance and freedom, the right for a new chance, reminding the duty of the society to respect the inner vision of each individual and to fight against discrimination.

Keywords: cultural marketing, social marketing, modern art, music, marketing campaign, musical industry, archetypes