DISAPPEARED by Wien Nord Vienna for This Human World

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DISAPPEARED

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Industry Shows, Events & Festivals, Human Rights
Media Direct marketing
Market Austria
Agency Wien Nord Vienna
Creative Director Eduard Böhler, Edmund Hochleitner
Art Director Andreas Lierzer, Daniela Schabernak
Copywriter Bernd Wilfinger, Matthias Piskernik
Photographer Gregor Ecker
Released November 2010

Credits & Description

Category: Flat Mailing
Advertiser: THIS HUMAN WORLD
Product/Service: INTERNATIONAL FILM FESTIVAL OF HUMAN RIGHTS
Agency: WIEN NORD
Date of First Appearance: Nov 16 2010
Entrant Company: WIEN NORD, Vienna, AUSTRIA
Creative Director: Eduard Böhler (Wien Nord)
Creative Director: Edmund Hochleitner (Wien Nord)
Copywriter: Bernd Wilfinger (Wien Nord)
Copywriter: Matthias Piskernik (Wien Nord)
Art Director: Andreas Lierzer (Wien Nord)
Art Director: Daniela Schabernak (Wien Nord)
Photographer: Gregor Ecker
Media placement: Flat Mailing - Adressed to Austrian households - 26 November 2010

Describe the brief/objective of the direct campaign.
Our target audience was drawn from both, existing visitors of the past years human rights film festivals as well as new customers and cineastes. Task: raising awareness for this human world - the international film festival of human rights in Vienna on one hand and raising awareness for human rights in general on the other. Strategy: bringing the shocking reality right into our ideal world - by letting people disappear in front of the eyes of the Austrian society.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Over the last 15 years, in totalitarian regimes 2 million people disappeared. Abducted, most of them never came back. And so often their martyrdom started with a simple, brutal instrument: A bag over the head. We brought this undeniable fact directly into the hands of the Austrian society – by simply folding the upper part of flat mailings over the heads of the displayed persons. So it took us just paper, to show how people disappear and to bring the inhumanity so plastically into public life. Outcome: bigger attendance than ever before.

Explain why the creative execution was relevant to the product or service.
It took us just the paper of the flat mailing itself, to show how people disappear through a dark bag over their head. By simply folding the paper and fixing it with paper-fasteners, we brought the inhumanity plastically to the target group and raised awareness for human rights by drastically showing a shocking matter of fact.

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 response mostly showed in the raised attendance of the film festival, which was even larger than in the successful years before. The opening was sold out and also the discussions and side events welcomed more visitors. All in all 12.000 people were visiting this human world. Also the clicks of the website increased. They didn't double; they quintupled in the time of November and December 2010 - the time when the campaign was published.