ROCK PAPER SCISSORS by Ogilvy & Mather Frankfurt for Terre Des Hommes

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ROCK PAPER SCISSORS

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Kutschinski
Creative Director Christian Mommertz, Dr. Ulf Schmidt
Art Director Jan Schulz, Uwe Jakob
Copywriter Ralf Schulte
Designer Sonja Fritsch
Released March 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: TERRE DES HOMMES
Product/Service: AID FOR DISADVANTAGED CHILDREN
Agency: OGILVY FRANKFURT
Date of First Appearance: Mar 12 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/hommes/gameover
Executive Creative Director: Michael Kutschinski (Ogilvy Frankfurt)
Creative Director: Dr. Ulf Schmidt (Ogilvy Frankfurt)
Creative Director: Uwe Jakob (Ogilvy Frankfurt)
Creative Director: Christian Mommertz (Ogilvy Frankfurt)
Art Director: Uwe Jakob (Ogilvy Frankfurt)
Designer: Sonja Fritsch (Ogilvy Frankfurt)
Copywriter: Ralf Schulte (Ogilvy Frankfurt)
Motion Graphics Designer: Ralf Zimmermann (Ogilvy Frankfurt)
Art Director: Jan Schulz (Ogilvy Frankfurt)
Account Executive: Christian Giegerich (Ogilvy Frankfurt)
Press Council: Athansios Melissis (terre des hommes)
Media placement: Banner/Online Game - Online - 15.03.2009

Describe the brief/objective of the direct campaign.
Annually, more than 250,000 child soldiers around the world are forced to kill. No more playing around – their childhood is over. Unfortunately, hardly anyone seems to care about this problem. Images from wars and catastrophes are broadcast night and day which dulls our outrage. A creative solution had to be found - something emotional, that did not rely on images of horror.

Explain why the creative execution was relevant to the product or service.
Online users are overwhelmed with countless reports of suffering people. They click away as quickly as possible. But our banners appear so innocent that the online user wants to play along.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To illustrate this point, we made use of an internationally well-known children’s game: “Rock, Paper, Scissors”. The object of the game is to have the best tool to beat your opponent. However, in our version, you cannot win because the opponent can cheat by making the “shooting” gesture. He always wins and the game is over.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The banner got people to play and before they could look away, they were confronted with the harsh reality. The banners exceeded all expectations with an average click rate of 0.83%.