CENSORED COMMENTS by Scholz & Friends Hamburg for Journalists' Union

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CENSORED COMMENTS

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Scholz & Friends Hamburg
Executive Creative Director Matthias Schmidt
Creative Director Christian Vosshagen, Stefanie Zimmermann
Art Director Anna-Carina Thygs
Copywriter Roman Jonsson
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: JOURNALISTS WITHOUT BORDERS
Product/Service: "ENEMIES OF THE INTERNET" PUBLISHED ON THE WORLD DAY AGAINST CYBER CENSORESHIP
Agency: SCHOLZ & FRIENDS
Date of First Appearance: Mar 12 2010 12:00AM
Entrant Company: SCHOLZ & FRIENDS , Hamburg, GERMANY
Entry URL: http://www.avocada.de/2010/en/rog/comments
Executive Creative Director: Matthias Schmidt (Scholz & Friends)
Creative Director: Christian Vosshagen (Scholz & Friends)
Creative Director: Stefanie Zimmermann (Scholz & Friends)
Art Director: Anna-Carina Thygs (Scholz & Friends)
Copywriter: Roman Jonsson (Scholz & Friends)
Account Manager: Sarah Schulte-Herbrueggen (Scholz & Friends)
Account Manager: Mareike Felten (Scholz & Friends)
Account Manager: Sebastian Vetter (Scholz & Friends)
Social Media: Nico Lumma (Scholz & Friends)
Social Media: Daniel Doebrich (Scholz & Friends)
Social Media: Martin Szymanski (Scholz & Friends)
Programmer: Jens Hinrichs
Managing Director: Christian Rickerts (Reporter ohne Grenzen)
Media placement: Online Tool - Digital Direct - Websites (Freitag.de, Spreeblick.com) - 12.03.2010

Describe the brief/objective of the direct campaign.
March 12 is the World Day Against Cyber Censorship. On this day Reporters Without Borders published its annual report 'Enemies Of The Internet'. Our task was to popularise them by engaging a new audience and sensibilise internet users to cyber censorship.

Explain why the creative execution was relevant to the product or service.
Reporters Without Borders fights for freedom of opinion on the internet. But most perople think they are not concerned to censorship. That’s why we pointed out at first how relevant the fight against cyber censorship is. The best way to go was letting users experience how it feels to become a victim of cyber censorship.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was to show how easily everybody with an opinion can become a victim of cyber censorship. For this we manipulated the comment functions of popular german websites. Whenever users wanted to share their opinion, instead of their own comments a censored comment seemed to be published.

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.
On the day our campaign was online, 4,780 users (38 % more users than usual) visited our website to get information about the Word Day Against Cyber Censorship and the annual report 'Enemies Of The Internet'. Furthermore the campaign was considered as so relevant that it was spread all over the internet via twitter, facebook, blogs and youtube.