Background:
On February 6, 2023, several earthquakes shook the Turkish-Syrian border. Almost 60,000 people died, more than 125,000 were injured and millions lost their homes.
The world immediately rushed to help. With donations, relief supplies and medical care. But as media interest declined, so did the willingness to donate.
For "Aktion Deutschland Hilft" - Germany's largest relief coalition - we were asked to activate people in an unseen way that those affected still urgently need support.
The primary goal was to generate donations in Germany. In addition, "Aktion Deutschland Hilft" should be highlighted as the best partner for long-term commitment.

Creative Idea:
Most donations are collected immediately after a humanitarian disaster. However, as soon as media interest fades, donations also decline. Long-term commitment therefore becomes a real challenge for relief coalitions such as "Aktion Deutschland Hilft". In order to generate new donations for the victims of the severe earthquakes in Syria and Turkey a year ago, we therefore need to generate renewed media omnipresence.
We achieved this with an unprecedented, synchronized media guerrilla campaign across all media channels: on the first anniversary of the earthquakes, we literally shook up Germany's entire media landscape - by shaking the advertising on TV, radio, DOOH, the web and even social media at regular intervals at exactly the same time. Visually and acoustically.
Regardless of which channel our target group consumed during these recurring time slots, they witnessed a nationwide, virtual earthquake and were reminded to donate for the victims in Syria and Turkey.

Execution:
The relief alliance "Aktion Deutschland Hilft" is an NGO. We therefore had no media budget available, which is why we deliberately entered into partnerships with various media service providers. We collaborated with multiple TV- and radio-stations, DOOH providers and influencers in order to obtain free media space throughout Germany for the anniversary of the severe earthquakes. At the same time, we got a large number of well-known brands on board to provide us with their current advertising assets for one day. We adapted these digitally so that they were completely unexpectedly shaken as if by an earthquake and then called for donations. All advertising material was synchronized throughout Germany for one day so that 8 TV stations, numerous DOOH screens and radio spots on various stations shook at the same time. We also made our partners' banners and websites shake – as well as our influencers' channels using video filters.

Results:
With "Das große Wachbeben" (The big shake up), we were able to effectively draw the public's attention to the victims of the severe earthquakes in Turkey and Syria within one single day. With a media budget of $ 0, we reached a total of more than 4.5 million people across Germany with the donated advertising space on February 6, 2024.
2.4 million via TV, just under 1.6 million via radio, a good 340,000 people with our DOOH spaces and just under 170,000 with beamboards. Added to this is UGC through the followers of our influencers in the mid three-digit range. Overall, we were able to almost double donations for Turkey and Syria.
Thanks to the generous media donations and the consistently positive accompanying reporting, we were also able to sustainably anchor "Aktion Deutschland Hilft" in the public consciousness as a committed partner for long-term aid.