Kleine Zeitung Case study The price for not voting by Ogilvy & Mather Vienna

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The price for not voting

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Industry Newspapers
Media Case study
Market Austria
Agency Ogilvy & Mather Vienna
Executive Creative Director Gerd Schulte-Doeinghaus
Copywriter Karin Schalko, Ines Salzer
Production Sabotage Filmproduktion
Released February 2014

Awards

Golden Drum, 2014
Direct campaigns Direct campaigns Silver Drum

Credits & Description

Campaign name: The price for not voting
Year: 2014
Group: R. Direct campaigns
Subgroup: Direct campaigns
Award: Silver Drum
Product and services: Kleine Zeitung
Registrant: OGILVY & MATHER GMBH.
Country: AUSTRIA
Brand name: Kleine Zeitung
Advertising agency, city: OGILVY & MATHER GMBH. VIENNA
Executive Creative Director: Gerd Schulte Doeinghaus
Copywriter: Ines Salzer, Karin Schalko
Creative director: Michael Kaiser
Account Director / Manager: Christian Schmid
PR Director: Elisabeth Pechmann
Film Production: SABOTAGE FILMPRODUKTION GMBH
Post Production: Manuel Lindinger
Production Company: SABOTAGE FILMPRODUKTION GMBH
Creative idea explanation: The brief: Activate non-voters and position the Kleine Zeitung newspaper as a trusted opinion leader by reminding people about the importance of voting. Solution:To make people directly experience the consequences of not voting, the Austrian newspaper „Kleine Zeitung“ set up an action within Vienna’s most popular cafes & restaurants in the week before the local elections. The customers were simply served anything, which caused a lot of discontentment. Their anger increased when they were then expected to pay for something they hadn’t ordered. We presented them an bill with a message: „Don´t let others make the choice for you. Go and Vote!“