Reporters Without Borders DM NO COMMENT by Futurecom Switzerland


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Industry Public awareness
Media Direct marketing
Market Switzerland
Agency Futurecom Switzerland
Creative Director Roger Rüegger
Art Director Michael Gallmann
Copywriter Samuel Textor
Released November 2009


Caples Awards 2010
Digital Online Gold

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Nov 2 2009 12:00AM
Entry URL:
Creative Director: Roger Rüegger (Futurecom AG Y&R Switzerland)
Art Director: Michael Gallmann (Futurecom AG Y&R Switzerland)
Copywriter: Samuel Textor (Futurecom AG Y&R Switzerland)
Flash Programming: Christos Margaris (Futurecom AG Y&R Switzerland)
Consulting: Patrick Biner (Futurecom AG Y&R Switzerland)
Media placement: Online Banner - Blog - 02.11.2009
Media placement: Online Banner - Landbote - 04.02.2010
Media placement: Online Banner - 20 Minutes - 12.03.2010
Media placement: Online Banner - Le Nouvelliste - 12.03.2010
Media placement: Online Banner - Le Quotidien Jurassien - 12.03.2010
Media placement: Online Banner - La Cote - 12.03.2010
Media placement: Online Banner - L'Express - 12.03.2010
Media placement: Online Banner - Le Matin - 12.03.2010
Media placement: Online Banner - L'Impartial - 12.03.2010
Media placement: Online Banner - Télévision Suisse Romande - 12.03.2010

Describe the brief/objective of the direct campaign.
The NGO Reporters without Borders is fighting for freedom of press and against online censorship. They asked us to call attention to this matter with an online ad. We decided to target it specifically at people most likely to support them: Readers with a desire to share their opinions online. So we addressed opinionated, critical minded persons, the 19 percent of internet users who take part in open online conversations by writing comments (Forrester Research 2006).

Explain why the creative execution was relevant to the product or service.

The best way to talk about online censorship is by actually practising it. With this surprising measure, we wanted to address only people that are receptive to the topic of online censorship. Since our target audience is very keen on sharing its opinions, strong and emotional reactions on hacking them were anticipated.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The impact of online censorship was demonstrated by attacking people’s comments. A banner imitates the comment section of newspapers. After the commenter typed a few words, the text is deleted and a fake, partisan message is ghost-written automatically. The message then is posted (with the commentator’s name) onto the website, before the resolution pops up and calls to fight against internet censorship.

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 ad was first placed on online platforms in 2009 and then later on the day against online censorship, March 12th 2010, in big online newspaper all over Switzerland. The broad implementation was a big success – both in terms of reactions and page visits. “No Comment” made it through many large Swiss online media (in all national languages) and generated a huge viral spread. Reactions were immense – regarding both media feedback and page visits. The traffic on doubled as a consequence (compared to the same workday a week before).