International Society For Human Rights (ishr): THE PIRATE RADIO EXPERIMENT (Movie)

Credits & Description:

Type of Entry: Use of Promo & Activation
Category: Best Use of Broadcast in a Promotional Campaign
Advertiser/Client: INTERNATIONAL SOCIETY FOR HUMAN RIGHTS
Product/Service: HUMAN RIGHTS AWARENESS
Entrant Company: JUNG von MATT Hamburg, GERMANY
Sales Promotion/Advertising Agency: JUNG von MATT Hamburg, GERMANY
Executive Creative Director: Mathias Stiller (Jung von Matt)
Account Superviser: Ilan Schäfer (Jung von Matt)
Creative Director: Maximilian Millies/Marius Lohmann (Jung von Matt)
Copywriter: Nicolas Linde (Jung von Matt)
Art Director: Duc Nguyen (Jung von Matt)
Account Manager: Julia Kottowski (Jung von Matt)
Director: Christian Schwochow (Bigfish Filmproduktion)
Producer: Jule Everts/Andrea Roman (Bigfish Filmproduktion)
Director of Photography: Konstantin Freyer (Bigfish Filmproduktion)
Hidden Camera: Steven Enderlein/Hardy Hergt (Bigfish Filmproduktion)
Line Producer: Oliver Marquardt (Bigfish Filmproduktion)
Presenter/Radio Voice: Matthias Weidenhöfer (Bigfish Filmproduktion)
Cast: Susanne Abbassian (Bigfish Filmproduktion)
Sound & Monitoring System: Tonfabrik (Tonfabrik)
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.