MINUTE OF SILENCE

Gold Spike

Case Film

Presentation Board

TitleMINUTE OF SILENCE
BrandRSL AUSTRALIA
Product / ServiceANZAC APPEAL
CategoryA08. Integrated Mobile Campaigns
EntrantDDB GROUP MELBOURNE , AUSTRALIA
Entrant Company DDB GROUP MELBOURNE, AUSTRALIA
Advertising Agency DDB GROUP MELBOURNE, AUSTRALIA
Production Company EXIT FILMS Melbourne, AUSTRALIA

Credits

Name Company Position
Darren Spiller DDB Group Melbourne Executive Creative Director
Ant Hatton DDB Group Melbourne Creative Director
Chris Andrews DDB Group Melbourne Creative
Luke Bartley DDB Group Melbourne Copywriter
Tuesday Picken DDB Group Melbourne Agency Producer
Marissa Brian DDB Group Melbourne Online Content Editor
Jordy Molloy DDB Group Melbourne Online Content Dop
Steven Skrekovski DDB Group Melbourne Digital Creative Director
Pascal Van Der Haar DDB Group Melbourne Digital Design
Genevieve O'shea Tribal Worldwide Melbourne Digital Producer
Stephanie Luxmoore DDB Group Melbourne Account Director
Kristen Mahler DDB Group Melbourne Account Manager
Diana Czechowska DDB Group Melbourne Creative Services Director
Tom Hyde DDB Group Melbourne Planning Director
Martin Box Exit Films Producer
Corey Esse Exit Films Executive Producer
Mark Molloy Exit Films Director
Ryley Brown Exit Films Dop
Christopher Tovo Freelance Photographer
Colin Simkins Gusto Music Sound Design/Arrangement

Creative Execution

A phone line where people could pay to listen to a Minute of Silence. You simply called the number, listened to the recorded silence and money from the call goes to help veterans and their families. There's no credit cards, no apps, no downloads. Your donation goes straight on to your phone bill. After hanging up, people received an SMS containing a video ‘thank you’ message from a veteran. A website featured a series of emotional videos where veterans reflected on their own Minutes of Silence. TV commercials, print, outdoor, radio and social media asked people to call.

Paying to listen to a minute of silence on your phone - such an innovative approach from a charity certainly got fingers dialling and tongues wagging. Especially among our younger target. Results included: o 10,000 website hits on the first night o National and International news coverage o Three days after launch our campaign went ‘global’ as the 3rd highest trending topic in the world on Twitter o Massive PR coverage with over $2 million of earned media o But most importantly, this year’s appeal raised over $3 million for veterans and their families.

INSIGHT: On ANZAC Day, Australians pay their respects to their brave servicemen and women. They take a minute of silence to remember the fallen and make a donation to help those who came home. a) Traditionally, the ANZAC Appeal has relied on veterans selling badges on the street to raise funds. But as more people pay for things on card, fewer carry cash. We needed to find a new way for them to donate. b) The ANZAC Appeal has always enjoyed support from the older generation. We had to make it relevant to a wider, younger audience. STRATEGY: Fewer people carry cash but almost everyone carries a mobile phone – our younger target are on them constantly. We created a way for them to donate AND pay their respects using their phone. IDEA: We set up a phone line where people could pay to listen to a Minute of Silence.

Links
Mobile URL