Because we found a way to make use of all those unsold seats at every concert due to limited visibility. Actually, we are convinced that this initiative should be replicated worldwide by the entire entertainment industry.

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

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 to solve that issue, but also to allow a 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.

Long story short, the BlindSeats initiative boils down to donating all unsold seats at concerts, due to limited visibility, 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 grew Music Vibe and FunTicket's brand awareness, presenting them as a new option in entertainment events, and dramatically differentiating them from their hated competitor and its unfair monopolistic practices

Long story short, the BlindSeats initiative boils down to donating all unsold seats at concerts, due to limited visibility, 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 grew Music Vibe and FunTicket's brand awareness, presenting them as a new option in entertainment events, and dramatically differentiating them from their hated competitor and its unfair monopolistic practices

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?

The lack of inclusion in massive entertainment events is a global problem, but in a country like Mexico, it becomes much more critical and palpable. However, there is a lot to do on this matters in every single country. That's why we believe that this idea should be implemented globally, and in fact, we invite the

entertainment companies all over the world to replicate our initiative.