CALL IN ABSENCE by Scholz & Friends Hamburg for Reporter Ohne Grenzen E.v.

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CALL IN ABSENCE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Scholz & Friends Hamburg
Executive Creative Director Matthias Schmidt
Creative Director Michael Hoinkes
Copywriter Benjamin Busse
Released January 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: REPORTER OHNE GRENZEN
Product/Service: REPORTERS WITHOUT BORDERS
Agency: SCHOLZ & FRIENDS
Date of First Appearance: Jan 30 2010 12:00AM
Entrant Company: SCHOLZ & FRIENDS , Hamburg, GERMANY
Executive Creative Director: Matthias Schmidt (Scholz & Friends)
Creative Director: Michael Hoinkes
Copywriter: Benjamin Busse
Production Company: (araneoNet)
Production Company: (edv.partner)
Programmer: Dan Wucherpfennig (edv.partner)
Technical Implementation: Hartmut Keding (araneoNet)
Account Manager: Roland Boes (Scholz & Friends)
Account Manager: Florian Kienle (Scholz & Friends)
Account Manager: Sebastian Vetter (Scholz & Friends)
Managing Director: Christian Rickerts (Reporter ohne Grenzen)
Media placement: Mobile Marketing, Streaming UMTS Message - Selected opinion leaders across Germany received a call on their mobile phones. - 30.01.2010

Describe the brief/objective of the direct campaign.
In many countries, freedom of the press is strictly limited and countless journalists end up in prison without justification. The aim was to draw the attention of journalists and opinion leaders on press freedom so that they support and report on freedom of press.

Explain why the creative execution was relevant to the product or service.
Until today the technical possibilities for advertising on mobile phones was not fully utilized. The usage of the mobile phone as an advertising plattform offered the opportunity to get consumer’s attention with a small budget.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Selected opinion leaders across Germany received a call on their mobile phones. Via a special mobile calling software a 'call in absence' was left on their phones. Upon calling the number back, they were shown a video stream. This video shows a reporter’s desperate pleas for help because he was kidnapped in a country with limited freedom of press.

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 usage of the mobile phone as a media channel offered the opportunity to address a very specific and exclusive group of multipliers despite a media budget of 0 Euro. Thus, through telephone calls and video streams we were able to reach 150 opinion leaders and journalists of whom 23 contacted the Reporter without Borders for more information and 12 reported on the promotion of Reporter without Borders.