SEARCH RACISM. FIND TRUTH.
| Title | SEARCH RACISM. FIND TRUTH. |
| Brand | REFUGEES WELCOME |
| Product/Service | REFUGEES WELCOME |
| Category |
A02. Creative Innovation |
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Entrant
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FCB ZÜRICH, SWITZERLAND
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Idea Creation
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FCB ZÜRICH, SWITZERLAND
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Media Placement
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FCB ZÜRICH, SWITZERLAND
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Media Placement 2
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INITIATIVE MEDIA Zurich, SWITZERLAND
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PR
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EHRENBERG KOMMUNIKATION Hamburg, GERMANY
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Production
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FCB ZÜRICH, SWITZERLAND
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Additional Company
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TONSTUDIOS Z Zurich, SWITZERLAND
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Credits
| Dennis Lück |
FCB Zürich |
Chief Creative Officer |
| Andy Lusti |
FCB Zürich |
Creative Director |
| Hanja Baruschke |
FCB Zürich |
Creative Director Digital |
| Sarah Ming |
FCB Zürich |
Copywriter |
| Olivia Schläpfer |
FCB Zürich |
Art Direction |
| Fabian Sigg |
FCB Zürich |
Art Direction |
| Elgee David Wee |
FCB Zürich |
Art Direction |
| Lia Bellini |
FCB Zürich |
Art Direction |
| Emanuel Büchler |
FCB Zürich |
Content Developer |
| Marco Frei |
FCB Zürich |
Content Developer |
| Mark Becher |
FCB Zürich |
Client Service Director |
| Mirjam Milenkovic |
FCB Zürich |
Account Director |
| Michael Hürlimann |
FCB Zürich |
Account Director |
| Sharon Nehrenheim |
FCB Zürich |
Account Director |
| Nina Hinkelmann |
FCB Zürich |
Account Director |
| Aleksandar Sofranac |
FCB Zürich |
Frontend Developer/Designer |
| Snezana Tadic |
Ehrenberg Kommunikation |
PR |
| Peter Fobe |
Ehrenberg Kommunikation |
PR |
| Giulia Ciarla |
Initiative |
Media |
| Jazmin Suriel |
Initiative |
Media |
| Renzo D’Alberto |
Tonstudios Z |
Sounddesign |
The Campaign
The idea was that courageous refugees stand up against the digital hate preachers: right before the racist videos on YouTube. Unskippable pre roll ads should leave right-wing extremists with no choice but to stop and think about the refugees and their arguments. So we disturbed them on their way to consume racist material by giving them the chance to watch the story of a refugee instead of listening to more prejudices and hate. Additionally, we booked terrible Google Ad words to lead the viewer directly to the stories of the refugees.
Creative Execution
The idea as well as the campaign itself would not have been possible without the technology and data used. To place the pre-roll ads of the refugees right where we wanted them, we had to go a new way. First, we selected specific YouTube channels that carry the right-wing content, then we looked at each video to identify the messages to shape our pre-roll ads. With the support of Google and YouTube we worked on a never seen before solution to target single videos only. So each video has a different pre-roll message. Furthermore we collected over 1500 right-wing keywords. Through Google Ad words we identified for each the number of search entries per month. By combining the best of YouTube and Google Ad words we were able to make the most targeted campaign ever.
The news of courageous refugees trolling nazi content?went viral – already on the second day they were published. But not only the idea itself but also the technology we used. People all over the world were impressed the creative use of existing channels and Google Ad words. In only one week the campaign got 160.358.977* views on different news platforms and blogs. Furthermore 1.213.059* social shares could be reached. We also achieved 12.2 million in earned media. But even better: “Refugees welcome” received an unbelievable boost of 723%* in donations that will be used to integrate many more refugees into the German communities and culture.
(*status end of April 2016)
This idea was made possible thanks to the innovative use of media, keyword and channel marketing. The campaign-mechanism of „Search racism. Find truth.“ is based on in-depth research of over 1500 right-wing keywords used through Google search. The top 100 had been combined to cover all possible search results. The Google Ads linked the user directly to a specific YouTube pre-roll that pretended to be what he was looking for, but wasn’t. The 10 different unskippable ads had to be watched, prior seeing the content originally requested. In addition we not only targeted relevant right-wing YouTube channels, we identified.