ONE MINUTE OF SILENCE by Jung Von Matt/Limmat Zurich for Caritas

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ONE MINUTE OF SILENCE

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Switzerland
Agency Jung Von Matt/Limmat Zurich
Executive Creative Director Alexander Jaggy
Creative Director Lukas Frei
Art Director Alfredo Perez Veiga - Fernando Rambo Damiano
Copywriter Livio Dainese
Account Supervisor Martin Samsel
Released January 2010

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: CARITAS
Product/Service: HAITI EARTHQUAKE APPEAL
Agency: JUNG von MATT/LIMMAT
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: JUNG von MATT/LIMMAT, Zürich, SWITZERLAND
Executive Creative Director: Alexander Jaggy (Jung von Matt/ Limmat)
Creative Director: Lukas Frei (Jung von Matt/ Limmat)
Copywriter: Livio Dainese (Jung von Matt/ Limmat)
Art Director: Fernando Perez (Jung von Matt/ Limmat)
Art Buyer: Ilonka Galliard (Jung von Matt/ Limmat)
Account Supervisor: Martin Samsel (Jung von Matt/ Limmat)
Account Manager: Sebastian Durband (Jung von Matt/ Limmat)
Graphic Designer: Christina Baeriswyl (Jung von Matt/ Limmat)
PR Consultant: Remo Brunner (Jung von Matt/ Limmat)
PR Senior Consultant: Andrea Gnädiger (Jung von Matt/ Limmat)
Digital Project Manager: Daniel Nessler (Jung von Matt/ Limmat)
Media placement: Radio - Radio Energy - 18.01.2010

Results and Effectiveness
One Minute of Silence was made with no budget at all. The offline and online press reporting and radio air play amounted to the equivalent of a CHF331,000 advertising spend. All major Swiss radio stations aired One Minute of Silence. The Swiss media provided heavy coverage. Swiss pop stars and artists helped to publicise the idea. One Minute of Silence for Haiti topped the Swiss online charts for weeks.

Creative Execution
We teamed up with Universal Music to launch a song. The Artist: The relief organisation Caritas. The Title: One Minute of Silence for Haiti. The Content: 60 seconds of silence. 60 seconds not to forget too soon. 'One Minute of Silence' could be downloaded onto major music platforms for the price of a regular song. All revenues went to Caritas. We sent the song to all Swiss radio stations and music critics. We spread the idea via facebook, twitter and the regular press. Swiss pop stars jumped in and promoted the idea. The Swiss media reported it. It topped the Swiss online charts. All major Swiss radio stations played it. They had a reason to cover the subject of Haiti and the urgent long-term rebuilding once again. One Minute of Silence for Haiti did what it was meant to do: it kept Haiti top of mind.

Insights, Strategy & the Idea
One Minute of Silence for Haiti: A silent MP3 on music platforms was used as a medium to get the attention on Caritas Help Programme for Haiti. After each fatal catastrophe, there was massive media coverage. But only for a few weeks. Then the press turned to some other subject. Caritas wanted to keep Haiti top of mind to set the focus on its long-term reconstruction programme. We want to make sure that Haiti does not disappear too quickly from the media and to keep the focus on Caritas’ long-term reconstruction programme. The objective was a spot, which would appeal to the widest possible young audience without any huge costs.