Blaues Kreuz Promo, Case study DIARY by Advico Y&R Zurich, Belcom


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Industry Against alcohol
Media Promo & PR, Case study
Market Switzerland
Agency Advico Y&R Zurich
Creative Director Philipp Skrabal, Dominik Oberwiler
Copywriter Andi Portmann
Account Supervisor Emilia Vasella
Agency Belcom
Released November 2010

Credits & Description

Category: Best Use of Audio
Advertiser: BLAUES KREUZ
Agency: ADVICO Y&R
Agency: BELCOM
Date of First Appearance: Nov 1 2010
Entrant Company: ADVICO Y&R, Zürich, SWITZERLAND
Creative Director: Philipp Skrabal (Advico Y&R)
Creative Director: Dominik Oberwiler (Advico Y&R)
Copywriter: Andi Portmann (Advico Y&R)
Account Manager: Tanja Mezan (Advico Y&R)
Account Supervisor: Emilia Vasella (Advico Y&R)
Production Company: (Jingle Jungle)
Media placement: Radio - Radio 24 - 01.11.2010

Insights, Strategy & the Idea
Alcoholics are pursued around the clock by their addiction. The Blue Cross, a non-profit organization, helps alcoholics and their relatives.
In order to show the enormous daily stress of an alcoholic, 60 different radio spots were produced: each spot corresponded to a specific time within a 24-hour time frame and aired at that same time.

Creative Execution
The 60 spots aired during a 24-hour time period enabled the listener to experience a day in the life of an alcoholic in real time.

Results and Effectiveness
The idea was picked up and discussed by various media. The spots attracted additional free PR and coverage for Blue Cross