CSI SOUL, 2 by Wunderman Vienna for Weisser Ring

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CSI SOUL, 2

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Austria
Agency Wunderman Vienna
Executive Creative Director Tom Krutt
Creative Director Valerie Niedersüß
Art Director Silvia Rodler
Released September 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: WEISSER RING
Product/Service: EMERGENCY NUMBER FOR CRIME VICTIMS
Agency: WUNDERMAN VIENNA
Date of First Appearance: Sep 7 2009 12:00AM
Entrant Company: WUNDERMAN VIENNA, Vienna, AUSTRIA
Executive Creative Director: Tom Krutt (Wunderman Vienna)
Creative Director: Valerie Niedersüß (Wunderman Vienna)
Art Director: Silvia Rodler (Wunderman Vienna)
Graphic Design: Beate Pall (Wunderman Vienna)
Account Manager: Marius Gyparis (Wunderman Vienna)
Flash Developer: Bruno Fenzl (Wunderman Vienna)
Online Art Director: Gerd Haselsteiner (Wunderman Vienna)
Media placement: City Lights - Epamedia - 07/09/2009
Media placement: Print Ads - Woman, News, Wienerin - 07/09/2009
Media placement: Posters - Hospitals, Police Stations, Courts - 07/09/2009
Media placement: Free Postcards - Hospitals, Police Stations, Courts - 07/09/2009
Media placement: Interactive Banners - Standard.at, News.at, ORF.at - 07/09/2009
Media placement: Website - Intro to website - 07/09/2009
Describe the brief/objective of the direct campaign.
EMERGENCY Number for crime victims: 0800 112 112 is a social service – financed by the government and managed by an NGO called Weisser Ring – that helps crime victims to deal with psychological, legal and medical issues. Insight: Talking to someone is an immediate remedy for crime trauma! Strategy: Make the number unforgettable on the first sight, encourage people to call the number and/or inform friends and relatives about EMERGENCY Number 0800 112 112. Due to the small media budget our task was to create immediate emotional reaction, lasting memory and rapid response at 0800 112 112.
Explain why the creative execution was relevant to the product or service.
Strength: The campaign was the perfect dramatisation of the problem: Without showing explicit violence we could reach maximum emotional impact. Impressing, touching but never shocking or repelling. Brand: We had to communicate the brand to people who didn't know it existed. With our emotionally impactful campaign we could reach this goal impressively.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Every crime leaves a trace on the crime scene – blood, fingerprints, shattered glass. But most importantly they leave a mark on the victim’s soul. Our subjects lend a face to the trace on the victims' lives. Impactful and spectacular but with touching emotion. “Every crime leaves a trace – Talking about it helps: 0800 112 112”. Our channels were: City Lights, Print Ads. Post Card Packages mailed to Police Stations and Ambulances, Banners, Websites, Posters for Ambulances, Police, Criminal Courts etc.
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.
During and after the campaign period we raised the number of calls by more than 300 % and the visits to the website by more than 500 %. Campaign costs: 0 Euros .All work, media and production material was donated by the participating partners.