Saatchi & Saatchi makes up beds for Diakonie: Homeless in 10 seconds
01 APR 2009
The idea of the campaign ‘Homeless in 10 seconds' is to call the attention of the hotel guests on to how fast someone ends up on the street.
254.000 people in Germany live in housing shortage. 63.000 of them are women. Just within Frankfurt it already concerns 1.800 people. Around 300 homeless people live on the street. Particularly the attention of travel salesmen shall be addressed with this campaign in the design hotels Goldman 25hours and 25hours by Levi's, because ending up on the street is easier than one would think.
"With this campaign we address hotel guests in a very private and sensible moment", explains Dr. Michael Frase, head of the Diakonie Werk of Frankfurt/Main.
"From our experience we know that it is worth addressing people individually, so they walk through their city consciously. Particularly street social work depends on the indications given by the population. Homelessness concerns us all."
Henning Weiß, Hotel manager of the 25hours hotels in Frankfurt, includes: "We love the city and we were immediately thrilled by the campaign, because it benefits Frankfurt citizens. In addition we are curious to observe the reaction of our international fair guests."
When the guests turn back the snugly-cuddly blankets of their luxury room, they won't see a spotless white sheet; instead they see cold paving, a manhole cover and the provocative text: "Ending up on the street is easier than you think. Donations can be made in this hotel. Diakonie." Then, underneath, they find their real sheet.
As accompanying measure, the hotel provides the opportunity to give a donation to the Diakonie Werk through the hotel bill. Alternatively the guests can use the collecting box at the reception.
"We are glad to accompany the Diakonie with strong attentive campaigns to enrich the engagement in Frankfurt", says Michael Samak, CEO of the Lovemarks Company Saatchi & Saatchi.
The campaign runs from 1.-5. April. 2009. Saatchi & Saatchi Germany attends the Diakonie Werk Frankfurt/Main since 2007.
Saatchi & Saatchi:
Creative Director: Eberhard Kirchhoff
Art Director: Patrick Ackmann
Copywriting: William John
Customer consulting: Susanne Gläßel
Strategic Planning: Anne Winkelmann
Production: Erwin Endlich-Frey
Goldman 25hours Hotel:
Markus Funke, Teamleader
Diakonisches Werk, Frankfurt am Main:
Dagmar Keim-Hermann, Press and PR
Dr. Michael Frase, Head
Saatchi & Saatchi Germany is the Lovemarks Company which accompanies brands like Procter & Gamble, T-Mobile, Sony Ericsson, Emirates, Volvo, Visa, World of Warcraft, Novartis and Schott Solar on their way to become a Lovemark.