JOHANNITER-UNFALL-HILFE DM Radio Ghosts by Serviceplan Munich

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Radio Ghosts

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Serviceplan Munich
Creative Director Marc Vosshall, Till Diestel Serviceplan
Copywriter Andreas Schriewer
Producer Luis Eduardo Garcia, Philipp Feit
Account Supervisor Ines Herbold, Kristian Von Elm
Production German Wahnsinn Team
Released June 2012


Epica Awards 2012
Direct Marketing Consumer Direct Silver

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Chief Creative Officer: Alexander Schill (Serviceplan)
Creative Director: Till Diestel (Serviceplan)
Creative Director: Marc Vosshall (Serviceplan)
Copywriter: Andreas Schriewer (Serviceplan)
Account Supervisor: Ines Herbold (Serviceplan)
Account Supervisor: Kristian Von Elm (Serviceplan)
Production Company: (German Wahnsinn Team)
Producer: Philipp Feit (German Wahnsinn Team)
Producer: Eduardo Garcia (German Wahnsinn Team)
Media placement: Radiospots, Guerilla - Guerilla, Radio Hamburg, 97,1 XFm, Alsterradio - 23 April 2012

Describe the objective of the promotion.
1 out of 11 deaths caused by a car accident has to do with driving after drinking. The Johanniter-Unfall-Hilfe asked us for a campaign to raise awareness of this topic. So we went to the places where the accidents really happened: on the streets.

Describe how the promotion developed from concept to implementation.
We installed small radio-stations in the shape of wooden death crosses in Hamburg, at real places where car accidents caused by alcohol happened. These small radio-stations streamed the story of the deceased victims as a radio-spot directly to the cars stopping nearby.

Explain why the method of promotion was most relevant to the product or service.
With the wooden death crosses, we reached the people where it is really relevant – while they were sitting in the car. And we connected the whole radio-spot to the real place where the people could hear it. As a consequence, we made our message an individual experience to the listener – raising awareness. We let the people become aware that driving and drinking is still a big problem and that you should never do it.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Every day, about 10,000 cars were stopped next to our radio ghosts and were listening to our message. We surprised them. We reached them. We shocked them. We raised awareness of the client Johanniter-Unfall-Hilfe and the danger of drunk driving. All without spending one cent on media budget. On the website we informed about the campaign. If we prevented at least one person from driving after drinking, the campaign was a success.