Moment of Silence Inc Print THE STEVE JOBS MOMENT OF SILENCE by KNARF New York

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Industry Public awareness
Media Print, Magazine & Newspaper
Market United States
Agency KNARF New York
Art Director Hyui Yong Kim, Bryan Wolff Schoemaker
Designer Frank Anselmo, Hyui Yong Kim, Bryan Wolff Schoemaker
Released December 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Agency: KNARF
Executive Creative Director: Frank Anselmo (KNARF)
Art Director: Hyui Yong Kim (KNARF)
Art Director: Bryan Wolff Schoemaker (KNARF)
Writer: Hyui Yong Kim (KNARF)
Writer: Bryan Wolff Schoemaker (KNARF)
Designer: Hyui Yong Kim (KNARF)
Designer: Bryan Wolff Schoemaker (KNARF)
Designer: Frank Anselmo (KNARF)
Web/Digital Developer: Yong Wolff (KNARF)
Media placement: Downloadable Digital Audio File - Downloadable On ITunes & From The Official Site - December 19th, 2011

Describe the objective of the promotion.
Pancreatic cancer is the 4th most common cause of cancer-related deaths across the globe. The goal was to raise donations to help in the fight against pancreatic cancer, while paying homage to Steve Jobs who recently lost his battle to the same disease.

Describe how the promotion developed from concept to implementation.
The inspiration for the idea was born through a simple observation after Steve Jobs passed: what if we harnessed the passion people have for the Apple brand–and steered it towards helping in the fight against the disease who took the Apple founder’s life, while paying homage to Steve Jobs?

The Steve Jobs Moment of Silence is an 8 second silent audio file launched on iTunes and downloadable for 99¢. The 8 seconds symbolise the 8 years Steve Jobs fought pancreatic cancer. All proceeds are donated to several pancreatic cancer organisations listed on the official site:

Explain why the method of promotion was most relevant to the product or service.
The target was Apple users, aged 15 and up. The loyalty people have to the Apple brand has made it the world’s most beloved brand. Apple products mean more to their users than mere pieces of plastic enclosing silicon chips. This devotion is hugely due to Apple founder Steve Jobs. The small 8 second break in our iTunes library reminds us to never forget the man who brought us so much, including the very device The Steve Jobs Moment of Silence will ultimately live on–while helping in the fight against pancreatic cancer.

Describe the success of the promotion with both client and consumer including some quantifiable results.
On the 1st full day following the iTunes launch, over 34,000 people visited the site. 1 month later, it hit a peak of 157 loads. Then after appearing on a multitude of blogs, the traffic surged and reached its highest peak with 210,000 loads in a day (depicted in the chart to the right) an astounding feat in the world of donation/charity initiatives. 27% of visitors who viewed the demo video on the site donated 99¢ to download the Steve Jobs Moment of Silence audio file. In addition, downloads made directly through the official site via the verified Paypal account represented 57% of total donations.