Title | THE SILENT TREATMENT |
Brand | GRAMART / NOPA |
Product/Service | NON-GOVERNMENTAL ORGANIZATION (NGO) |
Category |
F02. Low Budget / High Impact Campaign |
Entrant
|
ANORAK Oslo, NORWAY
|
Idea Creation
|
ANORAK Oslo, NORWAY
|
PR
|
ANORAK Oslo, NORWAY
|
Production
|
ANORAK Oslo, NORWAY
|
Credits
Eirik Johansen |
Anorak |
Art Director |
Øistein Markus Holm |
Anorak |
Copywriter |
Rune Roalsvig |
Anorak |
Account Director |
Merete Rogstad |
Anorak |
Project Manager |
Nicklas Bohman |
Anorak |
Planner |
The Campaign
How could GramArt and NOPA break through the noise, and speak up for their members, in a debate where everyone was talking and no one was listening?
– They could be silent, by removing music from their music videos, and posting them on social media under the #utenmusikk (translates to #withoutmusic).
The Brief
By removing music from already excising videos, and the “influencers” being our own passionate members (clearly having a interests in the cause), our media spend was next to nothing.
The whole production was done inhouse, including video production, web development, design and PR/Activation.
Breakdown of costs:
Media spend: 122 USD
Production: 12.000 USD
Total: 12.122 USD
Campaign Success
On Wednesday, May 10th at 1 PM, a diverse troop Norwegian artists joined forces and launched their silent protest – stating their opposition to the new law. By removing the music from their music videos, and posting them under the #utenmusikk (translates to #withoutmusic).
Every contribution was shared under the #utenmusikk and with a clear call to action to visit the campaign site. At the site you would get a full depth of the new law, see all relevant press and a link to all other contributions.
Describe the success of the promotion with both client and consumer including some quantifiable results
By starting a movement lead by artists and fans, NOPA and GramArt managed to break through the noise and create public platform where they could speak up for their members.
The campaign led to massive awareness in all national media and only three days after the campaign went live, the message had reached the politicians, who decided to withdraw the bill.
Explain why the method of promotion was most relevant to the product or service
The Silent Treatment” is a campaign that urged and utilized Norwegian musicians into creating a silent distress signal that spread organically through all of Norway. By engaging Norwegian artists into taking a common stand, their fans and followers set fire to a debate that ultimately changed the law.
We wanted to get the full potential of GramArt and NOPA’s over 5000 members. Therefore we gave the artists a tool that made it easy to support the cause in a way that felt genuine – for both them and their followers. By using their own videos and words, fans stood by their artists, joining them in the protest and making sure the politicians understand the importance of their fight.