RADIO AIRTIME HI-JACKING by Scholz & Friends Hamburg for Internationale Gesellschaft Fuer Menschenrechte

RADIO AIRTIME HI-JACKING

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Germany
Agency Scholz & Friends Hamburg
Executive Creative Director Matthias Schmidt
Creative Director Michake Hoinkes
Copywriter Roman Ruetten, Joerg Iversen, Anton Exner
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: INTERNATIONALE GESELLSCHAFT FUER MENSCHENRECHTE
Product/Service: INTERNATIONAL SOCIETY FOR HUMAN RIGHTS
Agency: SCHOLZ & FRIENDS
Date of First Appearance: Jan 22 2010 12:00AM
Entrant Company: SCHOLZ & FRIENDS , Hamburg, GERMANY
Executive Creative Director: Matthias Schmidt (Scholz & Friends)
Creative Director: Michake Hoinkes
Copywriter: Joerg Iversen
Copywriter: Anton Exner
Copywriter: Roman Ruetten
Production Company: (Studio Funk Hamburg)
Account Manager: Florian Kienle (Scholz & Friends)
Account Manager: Roland Boes (Scholz & Friends)
Agency Producer: Torsten Hennings (Scholz & Friends)
Agency Producer: Carolin Frontzek (Scholz & Friends)
Agency Producer: Tobias Schluenz (Scholz & Friends)
Marketing Manager: Martin Lessenthin (Internationele Gesellschaft fuer Menschenrechte)
Media placement: promotion teams equipped with iPods that had been fitted with FM transmitters - streets of Hamburg/Germany - 22.01.2010

Describe the brief/objective of the direct campaign.
On the 22 January 2009, Barack Obama signed a bill ordering Guantamo’s closure within a year. As yet, this has not happened. This fact has virtually disappeared from public awareness. The International Society for Human Rights wanted to explore new possibilities to remind consumers in a surprising way.

Explain why the creative execution was relevant to the product or service.
The displeasing topic, which has disappeared from public awareness, is addressed rather unconventionally. By disturbing the normal radio channel, consumers are torn out of their daily routine and thereby a much higher attention is reached. The unusual way people’s attention is caught enhances the impact of the transmitted message.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Exactly one year later, a promotion team was sent out onto the streets of Hamburg, equipped with iPods that had been fitted with FM transmitters. These transmitters were then used to send out an interference signal on the city’s most important radio stations frequencies. Instead of the normal radio programme, these radio transmitted a text message which was an appeal to the public from an unknown prisoner currently being illegally held in Guantanamo. Flyers were also handed out to car drivers containing an appeal for donations and information explaining that this prison was supposed to have closed in January 2010.

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 this commemoration day, the message was conveyed to thousands of car drivers in Hamburg. Many people donated by calling the 1-euro donation hotline and the IGFM received 7.465 Euro which is a great success in comparison to respective promotion activities in Hamburg. This money can be spent on further attempts to free the Guantanamo prisoners.