Direct from Cannes : Direct lions gold : I HAVE ALREADY DIED Naar overzicht
Gepost in Acquisition, Anderen, Cases, Channel, Creativiteit, Doeltreffendheid, Events, Fundraising, Media mix, Objectives, Sectoren door Rudy Van Halle, 19/06/2012
Loading ...De eerste awards zijn uitgedeeld en Jan ik weet het, zo direct is deze campagne ook niet. Toch word je hier een beetje stil van.
| Describe the brief from the client |
| Increase donations to the ALS Foundation Netherlands (also known as Lou Gehrig’s disease or motor neuron disease). ALS is an incurable and deadly disease of the nervous system that makes your muscles stop one by one. On average patients die within 3 years of being diagnosed. It’s cynical, but this is the main reason why the pharmaceutical industry does not invest in finding a cure. So money is desperately needed. To make people aware of this unknown disease and increase willingness to give, a confrontational strategy was chosen. Participating patients made campaign statements, which are aired after they have died. |
| Creative Execution |
| To make people aware of this unknown disease, cut through the clutter without any budget and raise willingness-to-give, a confrontational strategy was chosen: ALS patients whose campaign statements are aired after they have died. The participating patients explain when they were diagnosed with ALS , what the disease means and why money is so desperately needed. The fact that their request for a donation is not for themselves, because they have already passed away, is the ultimate proof that ALS is a merciless disease. |
| Describe the creative solution to the brief/objective. |
| Patients suffering from ALS or Lou Gehrig’s disease made campaign statements, in which they ask people to join the fight against this merciless disease by making a donation. Not for themselves, because their campaign statements are aired after they have died. To put this thought-provoking campaign into the right perspective from the start, it was launched on the national news. During the campaign, which ran in various media, TV shows, magazines and all major newspapers published reports on the campaign featuring participating patients and their loved ones as ambassadors. |
| Describe the results in as much detail as possible. |
| Although the ALS Foundation Netherlands has no campaign budget at all and depends on free ad space, donations rose 500%. •Awareness of ALS rose from 62% to 81%.* •Willingness-to-give rose from 27% to 40% * * Market Research, validated, Dutch general audience, age 18+. More money for scientific research can be expected as the campaign continues, as each of the 9 participating patients loses the fight against ALS. |
I HAVE ALREADY DIED ALS FOUNDATION NETHERLANDS CHARITY PUBLICIS Amsterdam, THE NETHERLANDS
| Advertiser | ALS FOUNDATION NETHERLANDS |
| Product | CHARITY |
| Entrant | PUBLICIS Amsterdam, THE NETHERLANDS |
| Type of Entry: | Product & Service |
| Category: | Charities |
| Title: | I HAVE ALREADY DIED |
| Advertiser/Client: | ALS FOUNDATION NETHERLANDS |
| Product/Service: | CHARITY |
| Entrant Company: | PUBLICIS Amsterdam, THE NETHERLANDS |
| DM/Advertising Agency: | PUBLICIS Amsterdam, THE NETHERLANDS |
Creative Credits
| Name | Company | Position |
| Marcel Hartog | Publicis | Executive Creative Director |
| Jeroen Van Zwam | Publicis | Executive Creative Director |
| Marcel Hartog | Publicis | Copywriter |
| Jeroen Van Zwam | Publicis | Art Director |
| Dave Fransen | Publicis | Designer |
| Lukas Göbel | Photographer | |
| Jan Hibma | Post-production | |
| In Case Of Fire | Production Company | |
| Olaf Van Gerwen | Director | |
| Kim Hinrichs/Michael Horvers/Francisco Rodriguez Bouzas | Editor | |
| Robin Schlösser/Studio de Keuken | Sound Studio | |
| Ron Townsend | Publicis | Art Buyer |
| Jeroen Hessing | Publicis | Technical Designer |
| Kelly Kouw | Publicis | Interaction Designer |
| Marja Borkus | Publicis | Producer |
| Michiel Van Der Linden | Publicis | Account Director |
| Marcella Van Holten-Beekman | Publicis | Account Manager |
| Anne-Marie Brouwers | Public Relations | |
| Ingrid Wallisch | Public Relations | |
| George Goudsblom/Remco Roohé | Starcom/MBS | Media |
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Jan Vierstraete schreef op dinsdag, 19 juni
Beste Rudy
Wees gerust, dit is voor mij wél een directe campagne. En daarmee bedoel ik niet enkel direct confronterend.
Gebruik van verschillende media.
Duidelijke oproep tot reactie, in dit geval tot storting.
Sprekende cijfers, perfect meetbaar.
Voor mij een heel mooie direct case en terecht een winner.
Groetjes
Jan
Rudy Van Halle schreef op dinsdag, 19 juni
Inderdaad terecht een winnaar, heb er nog altijd kiekevel van.
Rudy