Нестандартная реклама "The pirate radio experiment", бренд: Human Rights Awareness, агентство: Jung von Matt Hamburg

Название: The pirate radio experiment
Агентство: Jung von Matt Hamburg
Рекламодатель: International Society For Human Rights
Бренд: Human Rights Awareness
Страна: Германия
Сектор бизнеса: Некоммерческие организации
Год выхода: 2011
Вид рекламы: Нестандартная реклама

Describe the brief from the client: All over the world, innocent people are being persecuted. Our objective was to create awareness for this problem.

Describe how the promotion developed from concept to implementation: We let people experience what it feels like to be innocently persecuted. Using a van, jammers and other broadcasting devices, we built a mobile pirate radio station which enabled us to hack into the frequencies of Berlin`s five most popular radio stations. Driving through the city, we surprised drivers with a newsflash that made them the subject of a police manhunt. To reach even more people, we cooperated with a bakery, a laundrette and a taxi driver. After giving our victims a brief scare, we approached them and and revealed our cause via radio and a promotion team.

Describe the success of the promotion with both client and consumer including some quantifiable results: Without any media spending we reached many people in one week in a very intensive way. The response rate was 100%: we could engage every addressed person in a discussion. Most importantly, interviews with our victims revealed that we made all of them think.

Explain why the method of promotion was most relevant to the product or service: International Society for Human Rights is fighting for people who are innocently persecuted. Making people experience what it feels like to be innocently persecuted involved them very strongly. 

Награды:

• Cannes Lions, 2011 (3 место) Promo & Activation Lions (Best Use of Broadcast in a Promotional Campaign)

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