On February 6, 2023, several earthquakes shook the Turkish-Syrian border. Almost 60,000 people die. More than 125,000 are injured. Millions are homeless. The world immediately rushes to help. With donations, relief supplies and medical care. But after just a few weeks, media interest fades and with it the willingness to donate. For “Aktion Deutschland Hilft” – Germany’s largest alliance of relief organizations – we should therefore remind the public that those affected still need our support.
The broader the public coverage, the greater the willingness to donate. For this reason, most donations are collected immediately after a disaster.
To draw renewed attention to the people in need in Turkey and Syria, we therefore shake up the multiplier itself on the first anniversary of the disaster – with a never done before, Germany-wide synchronized media stunt: Das große Wachbeben (The big Shakeup).
Donations over time
In cooperation with Vanish, Finish, Dobendan, Air Wick, DWS and other brands, we shake up their commercials – simultaneously on eight large TV stations, on 20,000 DCLPs, on the radio and via online banners. In addition, the partner websites and social channels of various influencers are shaking. The latter thanks to an interactive video filter.
In total, the big Shakeup reaches 4.5 million people on Feb. 6 alone - with a 0€ media spend. This increases donations for Aktion Deutschland Hilft by 239%.
With a never-done-before roadblock, we shake up Germany's eight largest TV stations at exactly the same time.
20,000 digital CLPs with our partners' advertisements are shaking simultaneously in almost all major German cities.
With the help of a specially programmed code snippet, we make the websites of all our partners shake.
At the same time, we also acoustically shake up the radio spots of our partners on various radio stations.
Every single one of our partners' TV spots is digitally modified to visually and acoustically simulate an earthquake before moving on to Aktion Deutschland Hilft's appeal for donations.
Using a specially programmed code snippet, we ensure that our partners' websites begin to shake after just a few seconds on the anniversary of the disaster.
Various influencers spread the appeal for donations on Facebook, Instagram and TikTok with the help of our interactive video filter - as do their followers shortly afterwards. The press also reports online and offline throughout Germany about „Das große Wachbeben“.
Donations have
more than doubled since
Das große Wachbeben
Impressions in just 1 Day
Media Spendings
