THE DAY YOU LOST EVERYTHING by Jung Von Matt/Limmat Zurich for PRO SENECTUTE SWITZERLAND

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THE DAY YOU LOST EVERYTHING

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Switzerland
Agency Jung Von Matt/Limmat Zurich
Executive Creative Director Alexander Jaggy
Creative Director Tom Seinige
Art Director Adrian Merz
Copywriter Samuel Wicki
Released October 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: PRO SENECTUTE SWITZERLAND
Product/Service: CHARITY FOR THE ELDERLY
Agency: JUNG von MATT/LIMMAT
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: JUNG von MATT/LIMMAT, Zürich, SWITZERLAND
Entry URL: http://cannes.jvm-cases.ch/prosenectute/
Executive Creative Director: Alexander Jaggy (Jung von Matt/ Limmat)
Creative Director: Tom Seinige (Jung von Matt/ Limmat)
Copywriter: Samuel Wicki (Jung von Matt/ Limmat)
Art Director: Adrian Merz (Jung von Matt/ Limmat)
Agency Producer: Ilonka Galliard (Jung von Matt/ Limmat)
PR Director: Melanie Schneider (Jung von Matt/ Limmat)
Account Manager: David Lüscher (Jung von Matt/ Limmat)
PR Project Leader: Milena Silvestri (Jung von Matt/ Limmat)
PR Senior Consultant: Andrea Gnädiger (Jung von Matt/ Limmat)
Account Manager: Matthias Adolf (Jung von Matt/ Limmat)
Media placement: Digital - Viral On Facebook And Youtube - 01.10.2009

Results and Effectiveness
Over 320,000 young people were confronted by the loneliness of their grandparents in one day and found out that 1 October is International Day of Older Persons.

Creative Execution
In order to reach the younger generation and be understood by it, Pro Senectute surprised them where they often go: on the Internet, in their online community. As the kids logged in, an overpage in their accounts pretended that there were neither messages nor friends… After a few seconds a text revealed that this was how their grandparents feel like everyday and the kids were asked to call them.

Insights, Strategy & the Idea
Pro Senectute is a non-profit organisation, supporting the maintenance or improvement of the quality of life of older people. This also includes the fight against loneliness, with which many older people have to live – because young people don’t get in touch with their grandparents very often. On 1 October, the International Day of Older Persons, Pro Senectute wanted to get as many grandchildren as possible to call their grandparents. Within this context, over 320,000 young people were surprised in their online social network and were confronted by a heartbreaking feeling of loneliness.