Noah Promo, Case study WHAT'S THE NOISE? by Jung Von Matt/Alster Hamburg

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WHAT'S THE NOISE?

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Industry Public awareness, Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Germany
Agency Jung Von Matt/Alster Hamburg
Director Florian Panier
Art Director Tilman Gossner
Copywriter Fabian Frese, Torben Otten, Georg Baur
Released April 2011

Credits & Description

Category: Best Use of Audio
Advertiser: NOAH
Product/Service: NOAH
Agency: JUNG von MATT
Date of First Appearance: Apr 25 2011
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Chief Creative Officer: Fabian Frese (Jung von Matt AG)
Copywriter: Georg Baur (Jung von Matt AG)
Copywriter: Torben Otten (Jung von Matt AG)
Copywriter: Fabian Frese (Jung von Matt AG)
Art Director: Tilman Gossner (Jung von Matt AG)
Agency Producer: Tilman Gossner (Jung von Matt AG)
Account Manager: Frederike Wasserkampf (Jung von Matt AG)
Producer: Florian Panier (Jung von Matt AG)
Director: Florian Panier (Jung von Matt AG)
Sound Engineer: Torsten Hennings (Studio Funk)
Sound Engineer: Philipp Feit (Studio Funk)
Music/Artist/Title: Philipp Feit (Studio Funk)
: Michael Slama
: Michael Krueger
Media placement: Radio Noise-Guessing Game - EgoFM - 25th Aprill 2011

Insights, Strategy & the Idea
NOAH wanted to draw attention to a problem no one wants to hear about.
The strategy was to involve people in our agenda.
By inventing a game called "What’s that noise?" we made people listen to our message voluntarily.

Creative Execution
We invented a radio noise-guessing game called "What’s that noise?", where we aired a special noise for several days:
We made people think it's of when someone whacks a seal pup over the head with a baseball bat.
Of course we simulated the noise with a watermelon.
People were calling to win the jackpot and were guessing for days.
Thousands of listeners were involuntarily involved in animal welfare.
As no one managed to guess correctly, we could donate the €9,000 jackpot to NOAH, to support their combat against the hunting of seal pups.

Results and Effectiveness
We could donate the €9,000 jackpot to NOAH, to support their combat against the hunting of seal pups. Without spending money for a media budget.