RADIO GHOSTS by Mediaplus Hamburg, Serviceplan Hamburg for JOHANNITER-UNFALL-HILFE

RADIO GHOSTS

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Industry Charities, Foundations, Volunteers
Media Radio, Case study
Market Germany
Agency Mediaplus Hamburg
Creative Director Till Diestel Serviceplan
Producer Luis Eduardo Garcia, Philipp Feit
Account Supervisor Ines Herbold, Kristian Von Elm
Agency Serviceplan Hamburg
Creative Director Marc Vosshall
Copywriter Andreas Schriewer
Released May 2012

Awards

New York Festival 2013
Radio Use of Medium BRONZE WORLD MEDAL

Credits & Description

Type of entry: Use of Media
Category: Best Use of Audio
Advertiser: JOHANNITER-UNFALL-HILFE
Product/Service: VOLUNTARY HUMANITARIAN ORGANISATION
Agency: SERVICEPLAN Munich, GERMANY
Title: RADIO GHOSTS
Media Agency: MEDIAPLUS Munich, GERMANY
Chief Creative Officer: Alexander Schill (Serviceplan)
Creative Director: Till Diestel (Serviceplan)
Creative Director: Marc Vosshall (Serviceplan)
Copywriter: Andreas Schriewer (Serviceplan)
Account Supervisor: Ines Herbold (Serviceplan)
Account Supervisor: Kristian Von Elm (Serviceplan)
Production Company: (German Wahnsinn Team)
Producer: Philipp Feit (German Wahnsinn Team)
Producer: Eduardo Garcia (German Wahnsinn Team)
Every day, about 10,000 cars were standing next to our radio ghosts and were listening to our message. We surprised them. We reached them. We shocked them. We raised awareness of the client Johanniter-Unfall-Hilfe e.V. and the danger of drunk driving, all without spending 1 cent on media budget. On the website johanniter.de we informed about the campaign. If we prevented at least 1 person from driving after drinking, the campaign was a success.
Creative Execution
To raise awareness we created radiospots describing the accident by the deceased victim himself: a radio ghost. The extraordinary thing about it: We installed small radiostations in the shape of wooden death crosses in Hamburg, at real places where car accidents caused by alcohol happened. These small radiostations streamed the story of the deceased victim as a radiospot directly to the cars stopping nearby. With the wooden death crosses, we reached the people where it is really relevant: while they were sitting in the car. And we connected the whole radiospot to the real place where the people could hear it. As a consequence, we made our message an individual experience to the listener, raising awareness. We made the people aware that driving and drinking is still a big problem and that you should never do it.
1 out of 11 deaths caused by a car accident has to do with driving after drinking. The Johanniter-Unfall-Hilfe e.V. asked us for a campaign to raise the awareness of this topic. So we went to the places where the accidents really happened: on the streets.