Moment of Silence Inc Film, Digital The Steve Jobs Moment of Silence by KNARF New York

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The Steve Jobs Moment of Silence

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Industry Public awareness
Media Film, Digital, Interactive & Mobile
Market United States
Agency KNARF New York
Art Director Hyui Yong Kim, Bryan Wolff Schoemaker
Designer Frank Anselmo, Hyui Yong Kim, Bryan Wolff Schoemaker
Released January 2012


London International Awards 2012
Design Innovative Use of Design Bronze Winner

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Agency: KNARF
Executive Creative Director: Frank Anselmo (KNARF®)
Art Director: Hyui Yong Kim (KNARF®)
Art Director: Bryan Wolff Schoemaker (KNARF®)
Writer: Hyui Yong Kim (KNARF®)
Writer: Bryan Wolff Schoemaker (KNARF®)
Designer: Hyui Yong Kim (KNARF®)
Designer: Bryan Wolff Schoemaker (KNARF®)
Designer: Frank Anselmo (KNARF®)
Web/Digital Developer: Yong Wolff (KNARF®)
Media placement: Downloadable Digital Audio File - Downloadable On ITunes & From The Official Site - December 19th, 2011

Describe the brief/objective of the direct campaign.
Pancreatic cancer is the 4th most common cause of cancer-related deaths across the globe.
The goal was to raise donations to help in the fight against pancreatic cancer, while paying homage to Steve Jobs who recently lost his battle to the same disease.

The target was Apple users aged 15 and older. It was key to pin-point this target of people loyal to Apple products, since the idea thrives on an emotional response to the passing of Apple's founder Steve Jobs. The strategy was to honour Steve Jobs while helping in the fight against pancreatic cancer.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Steve Jobs Moment of Silence is an 8 second silent audio file launched on iTunes and downloadable for 99¢. The 8 seconds symbolise the 8 years Steve Jobs fought pancreatic cancer. This small break in our iTunes library will remind us to never forget the man who brought us the very device The Steve Jobs Moment of Silence will ultimately live on. All proceeds are donated to several pancreatic cancer organisations.

It was projected that 1/4 of site visitors who watched the demo video would purchase the digital audio file. 33% of visitors successfully purchased it–exceeding expectations.

Explain why the creative execution was relevant to the product or service.
The loyalty people have to the Apple brand has made it the world’s most beloved brand. Apple products mean more to their users than mere pieces of plastic enclosing silicon chips. This devotion is hugely due to Apple founder Steve Jobs. The small 8 second break in our iTunes library reminds us to never forget the man who brought us the very device the donation file ultimately lives on. The file format Steve Jobs is responsible for standardising, is the media that honours him–on devices he invented–while proceeds help fight the disease that took his life. The idea comes full-circle.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
On the 1st full day following the iTunes launch, over 34,000 people visited the site. 1 month later, it hit a peak of 157 loads. Then after appearing on a multitude of blogs, the traffic surged and reached its highest peak with 210,000 loads in a day (depicted in the chart to the right) an astounding feat in the world of donation/charity initiatives. 27% of visitors who viewed the demo video on the site, donated 99¢ to download the Steve Jobs Moment of Silence audio file. In addition, downloads made directly through the official site via the verified Paypal® account represented 57% of total donations.