NO MORE LANDMINES by Scholz & Friends Hamburg for Solidaritaetsdienst International

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NO MORE LANDMINES

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Scholz & Friends Hamburg
Executive Creative Director Matthias Schmidt
Creative Director Willy Kaussen, Thorsten Kraus
Art Director Mario Zaradic, Davom Aval, Christof Deutscher
Released March 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: SOLIDARITAETSDIENST INTERNATIONAL
Product/Service: LANDMINE DEACTIVATION PROJECT
Agency: SCHOLZ & FRIENDS
Date of First Appearance: Mar 25 2011
Entrant Company: SCHOLZ & FRIENDS, Hamburg, GERMANY
Entry URL: http://www.no-more-landmines.com
Executive Creative Director: Matthias Schmidt (Scholz & Friends)
Chief Creative Officer: Niels Alzen (Scholz & Friends)
Creative Director: Willy Kaussen (Scholz & Friends)
Creative Director: Thorsten Kraus (Scholz & Friends)
Art Director: Davom Aval (Scholz & Friends)
Art Director: Christof Deutscher (Scholz & Friends)
Art Director: Mario Zaradic (Scholz & Friends)
Graphic: Jens Kindler (Scholz & Friends)
Account Manager: Holger Hansen (Scholz & Friends)
Account Manager: Markus Neumann (Scholz & Friends)
Media placement: Iphone Application - Iphone App Store - 25/03/2011

Describe the brief/objective of the direct campaign.
Children in Vietnam can’t play in safety when they are outside. This is because of the 100,000 hidden landmines that were left behind after the war. We wanted to raise awareness about this problem and ask people to make a donation to the “No-More-Landmines.com” landmine deactivation project.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To demonstrate how fast a game can turn into a nightmare, we placed a brutal message in an existing football app. When the player enters the penalty area, a landmine explodes. And it’s game over. Then the user is asked to make a donation directly via their smartphone or to tell friends about the game on Facebook.

Explain why the creative execution was relevant to the product or service.
Instead of just talking about the danger of landmines, we show people just how fast a game can turn into a nightmare. With an unexpected explosion while you are playing outside. This way the user could experience the same danger Vietnamese kids do every day.

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 game received a lot of attention in blogs and gaming communities, helping to raise donations by 19 %. A stunning 64 % of the people who played the game went to the "No-More-Landmines" site to find out more and many donated to the cause. Thereby bringing Vietnamese kids one step closer to enjoying football the same way other kids do.