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 Charities, Foundations, Volunteers
Media Promo & PR
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: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: CARITAS
Product/Service: HAITI WEATHER CATASTROPHE HELP
Agency: JUNG von MATT/LIMMAT
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: JUNG von MATT/LIMMAT, Zürich, SWITZERLAND
Entry URL: http://cannes.jvm-cases.ch/oneminuteofsilence/
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)
Public Relations Consultant: Remo Brunner (Jung von Matt / Limmat)
Public Relations 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

Describe the objective of the promotion.
A silent, zero budget music promotion generates the equivalent of 331,000 francs of advertising. After the earthquake in Haiti, there was massive media coverage. Only two weeks later, there was silence. To set the focus on the reconstruction programme of the relief organisation, Caritas, we teamed up with Universal Music to launch a song: Artist: Caritas. Title: One Minute of Silence for Haiti. Content: 60 seconds of silence. We sold it on music plattforms. Revenues went to Caritas. Radio stations played it. It topped the Swiss Online Charts. And most of all: it helped to keep Haiti top of mind.

Describe how the promotion developed from concept to implementation
We put 'One Minute of Silence' online for downloading on major music platforms. We sent the number as a normal song to all radio stations. We promoted it via social media platforms. Swiss popstars promoted it. The Swiss media reported it. It topped the Swiss Online Charts. All major Swiss radio stations played it. They filled the silence with editorial content, with Caritas and its reconstruction programme as the theme.

Describe the success of the promotion with both client and consumer including some quantifiable results
One Minute of Silence was done with no budget at all. The offline and online press reporting and the radio airplay amounted to the equivalent of a CHF 331,000 advertising spend. All major Swiss radio stations aired one Minute of Silence. The Swiss media provided heavy coverage. Swiss pop stars and artists also helped to publicise the idea. One Minute of Silence for Haiti topped the Swiss online charts for weeks.

Explain why the method of promotion was most relevant to the product or service
The idea of launching a minute’s silence for Haiti as a song appealed to a broad audience. And it was the right spot, to keep Haiti top of mind after the huge media coverage and maintain the focus on Caritas’ long-term reconstruction programme. Radio stations played songs from the Swiss hit parade. But they didn’t air a silence, as they would have lost listeners, so they filled the silence with editorial content about Haiti, and reported about Caritas and its efforts towards the long-term reconstruction. Exactly as planned.