In terms of entertainment, Mexico is a country led by a company that uses unfair and monopolistic practices. Therefore, it obviously has a terrible image among the population.

BlindSeats is an agency initiative. But it responds faithfully to the philosophy of the two young brands we work for. To demonstrate that, we quote the "About us" section on their institutional website says: "WE BELIEVE IN THE POWER OF MUSIC! Every note, every vibration, every song, in any genre, has the power to

convey emotions that touch our hearts. Music has no language, no borders, no age, and should make a happier, fairer, and more inclusive world".

Our objectives were:

1) To raise the Brand Awareness of Music Vibe and Fun Ticket.

2) To sell tickets for the Andrea Bocelli tour (and not a single seat was left empty).

3) To foster interest and preference among the concert-going public in Mexico.

News Outlet Headlines Translations:

TeleDiario: 280 Guests (Andrea Bocelli and Music Vibe)

Once: #SeatsForAll

TeleDiario: Thank you for the invitation, Music Vibe and Andrea Bocelli

Excelsior: Andrea Bocelli supports inclusive initiative

Endorfina Cultural: Andrea Bocelli and Music Vibe create seats for everyone

Reforma: Raise your voice for inclusion

El Universal: Bocelli and Music Vibe united for inclusion

YoTambien: "Seats for all," the Mexican initiative for inclusive entertainment

Long story short, the BlindSeats initiative boils down to donating all unsold seats at concerts to people with visual disabilities.

This message of inclusion was leveraged on the fame and prestige of Andrea Bocelli, through his concert tour in Mexico (Mexico City, Guadalajara, and Monterrey).

All of the above generated great media coverage.

This is how we raised the Brand Awareness for Music Vibe and FunTicket, introducing them with an image and reputation of solidarity and impeccable values.

Insight: In every concert, there are seats that go unsold due to their limited visibility. This led us to think of something that not only solve that issue, but also allowe a minority group (forgotten and ignored by the industry) to enjoy entertainment events.

Key message: Everyone deserves a seat in a good concert. Our message focused on inclusion and accessibility.

Target audience:

1) People with visual disabilities who don't have access to entertainment events.

2) Organizations that support people with visual disabilities.

3) Fans of Andrea Bocelli and concerts.

4) The entire population who sympathizes with social causes.

Assets:

1) The association with artist Andrea Bocelli.

2) The donation of seats to foundations for the visually impaired.

3) The Media coverage.

All of the above was first announced through a press conference, and later through an intense social media campaign. From there, the news spread organically through the media.

The BlindSeats national campaign had four key moments:

1) January 29 2023: We made a press conference to announce Andrea Bocelli's tour and the inclusive nature it will have.

2) From January 29 to February 18: During the ticket sales period, we made intense social media efforts, using digital content featuring the candidates to be invited by each ONG.

3) From February 19 to February 24: During the three Andrea Bocelli concerts in Mexico (Mexico City, Guadalajara, and Monterrey), we invited journalists and social media influencers to follow our initiative and to share it with their audience. That brought 53 media outlets, equivalent to over 9 million pesos of free

media.

4) Since March: We have been doing digital amplification of all the effort achievements

The free invitation for 280 people with visual disabilities to Andrea Bocelli's concerts in Mexico generated coverage from 53 prestigious media outlets (which praised the campaign's inclusive approach), equivalent to over 9 million pesos in free media.

MusicVibe and FunTicket don't have any type of market research study prior or subsequent to this effort, but it's evident that BlindSeats generated a positive spike in brand awareness for them.

Also, we are pretty sure that our brands gained many supporters... who wouldn't prefer to buy tickets for events from inclusive and socially responsible brands, instead of a brand with a perception of being monopolistic and unfair to artists and, even, to their respective audiences?