A08. Charities, Public Health & Safety, Public Awareness Messages
Entrant
FCB ZÜRICH, SWITZERLAND
Idea Creation
FCB ZÜRICH, SWITZERLAND
Media Placement
FCB ZÜRICH, SWITZERLAND
Media Placement 2
INITIATIVE MEDIA Zurich, SWITZERLAND
PR
EHRENBERG KOMMUNIKATION Hamburg, GERMANY
Production
FCB ZÜRICH, SWITZERLAND
Additional Company
TONSTUDIOS Z Zurich, SWITZERLAND
Credits
Name
Company
Position
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
With a combination of channel and keyword targeting 10 spots were shown as unskippable ads in front of over 100 racist videos on YouTube. All of them disproved common prejudices with hard facts, surprising revelations or humor and anticipated the content of the following videos. For instance, when searching for Lutz Bachmann, the German right-wing leader of Pegida, viewers were confronted by Arif from Syria, who did away with prejudices. Other pre-roll ads showed that refugees put a lot of effort into learning the local language or debunk false statistics. Additionally, Google Ad words were booked to lead the users to the spots of our refugees. So the racists where confronted with their biggest fear for the first time. And they realized that there is nothing to be afraid of or hateful about, as the refugees are just normal people like us.
The news of courageous refugees trolling nazi content?went viral – already on the second day they were published. 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)
The strongest weapon of the far right is the internet, where hate can easily be spread. To address the right people we went where racists are and beat them with their own weapons. Thanks to a complex combination of channel (YouTube) and keyword targeting (Google) complemented by the placement before very specifically selected videos we achieved maximum attention. Unskippable pre roll ads allowed us to confront the right-wing extremists on their personal digital device. The booking of the worst Ad words like “refugees out”, “fuck merkel” or “muslim infiltration” normally leads users to the right-wing extremist material. But thanks to our campaign those who looked up xenophobic terms were lured to the disarming clips of the refugees. The videos themselves led to a campaign page where people could learn more about the refugees, their stories and the truth.