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
| Name | Company | Position |
| Mathias Stiller | Jung von Matt | Executive Creative Director |
| Ilan Schäfer | Jung von Matt | Account Superviser |
| Maximilian Millies/Marius Lohmann | Jung von Matt | Creative Director |
| Nicolas Linde | Jung von Matt | Copywriter |
| Duc Nguyen | Jung von Matt | Art Director |
| Julia Kottowski | Jung von Matt | Account Manager |
| Christian Schwochow | Bigfish Filmproduktion | Director |
| Jule Everts/Andrea Roman | Bigfish Filmproduktion | Producer |
| Konstantin Freyer | Bigfish Filmproduktion | Director of Photography |
| Steven Enderlein/Hardy Hergt | Bigfish Filmproduktion | Hidden Camera |
| Oliver Marquardt | Bigfish Filmproduktion | Line Producer |
| Matthias Weidenhöfer | Bigfish Filmproduktion | Presenter/Radio Voice |
| Susanne Abbassian | Bigfish Filmproduktion | Cast |
| Tonfabrik | Tonfabrik | Sound & Monitoring System |
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.
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