EXPLOSIVE SOCCER APP by Scholz & Friends Berlin for SODI

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EXPLOSIVE SOCCER APP

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Industry Software & Multimedia Productions, SaaS, Charities, Foundations, Volunteers
Media Film, Digital, Interactive & Mobile
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Niels Alzen
Creative Director Willy Kaussen, Thorsten Kraus
Art Director Damon Aval, Tobias Nientiedt, Mario Zaradic, Christof Deutscher
Copywriter Grischa Mentgen
Released August 2011

Awards

One Show 2012
One Show Interactive Mobile Applications/Sites / Public Service/Non-Profit Merit

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: SODI - SOLIDARITAETSDIENST INTERNATIONAL
Product/Service: NO MORE LANDMINES
Agency: SCHOLZ & FRIENDS
Chief Creative Officer: Matthias Schmidt/Martin Pross (Scholz & Friends)
Executive Creative Director: Niels Alzen (Scholz & Friends)
Creative Director: Willy Kaussen (Scholz & Friends)
Creative Director: Thorsten Kraus (Scholz & Friends)
Art Director: Damon Aval
Art Director: Christof Deutscher
Art Director: Mario Zaradic
Art Director: Tobias Nientiedt (Scholz & Friends)
Copywriter: Grischa Mentgen (Scholz & Friends)
Graphics: Jens Kindler (Scholz & Friends)
Account Manager: Markus Neumann (Scholz & Friends)
Account Manager: Holger Hansen (Scholz & Friends)
Game Development: Distinctive Developments Limited
Media placement: Existing Soccer App - App Store - 24. February 2012

Insights, Strategy & the Idea
In Vietnam over 100,000 landmines from a generation before are still waiting to explode. The organisation SODI! wanted to bring awareness to a young, unaware group of people and encourage them to donate at no-more-landmines.com. Therefore the audience had to be faced with the violent reality right on their virtual playground: children in Vietnam can’t play soccer in safety like other kids do.

Creative Execution
To demonstrate how fast a game can turn into a nightmare, we placed our explosive message in the free lite version of an already existing soccer app. When the player enters the penalty area a landmine explodes directly under his feet. Game over.
Now the user can get more information at no-more-landmines.com, make a donation or tell their friends about it via facebook.

Results and Effectiveness
Even though the app has been available for download in the App Store for a short time only, it already generated a big plus: 23% in page impressions and 10% in donations – compared to the previous month. The “Explosive Soccer App” helps SODI! e. V. to remove deadly landmines, so kids in Vietnam can enjoy playing soccer the same way other kids do.