| Title | ONE NOTE AGAINST CANCER |
| Brand | APREC |
| Product/Service | CHARITY |
| Category |
A09. USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA |
|
Entrant Company
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Contributing Company
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Production Company
|
ICONOCLAST INTERACTIVE Paris, FRANCE
|
Credits
| Pr. Victor Izrael |
APREC |
President And Co/Founder |
| Olivier Altmann |
Publicis Conseil |
Creative Director |
| Thierry Lebec/Mathieu Degryse |
Publicis Conseil |
Copywriters |
| Bénédicte Potel/Yves Eric Deboey |
Publicis Conseil |
Art Directors |
| Fanny Chevalier |
Publicis Conseil |
Ad Assistant |
| Sophie Larrieu/Adrien Susini/Bastien Chanot/Pierre/Henry Briec |
Publicis Conseil |
Account Managers |
| Frederic Prados |
Publicis Conseil |
Sount Post Production |
| Julien Chaillou |
Publicis Conseil |
Creative Technologist |
| Carlos Serrano |
Prodigious |
Legal/Business Affairs Director |
| Elodie Siliart |
Prodigious |
Legal/Business Affairs |
| Isabelle Saya Salvador |
Publicis Conseil |
Legal Department |
| Pierre Marcus/Armelle Sudron |
Prodigious |
Tv Producers |
| Alice Moitié Clip)/Gabriel Malaprade Case) |
|
Directors |
| Mourad Belkeddar |
|
Producer |
| Marc Guillaumin |
Anonymous |
Founder And Creative Director |
| Martin Sylvestre |
Anonymous |
Art Director Digital |
| Nicolas Davi |
Anonymous |
Technical Director |
| Kylie Minogue |
|
Performer |
| Devonte Hynes/Scott Hoffman/Kylie Minogue |
|
Musical Composition |
|
Ebay |
Diffusion/Marketplace |
The Campaign
“One Note Against Cancer” is a digital fundraising campaign that took place on social networks (Facebook, Twitter, Instagram) worldwide. Because of this worldwide aspect of the campaign, we don’t really have any specific situation or any specific regulations to describe.
Results
APREC is a French association led by Pr Victor Izrael, doing fundamental research against cancer.
A few years ago, Pr. Victor Izrael helped personally Kylie Minogue to fight a breast cancer. After this personal experience, Kylie Minogue decided to become APREC godmother.
The Challenge:
In 2013, Pr. Izrael came to Publicis Conseil and asked us to help APREC gain visibility internationally and raise money for new research lab materials.
But how could we achieve those 2 objectives without any media budgets?
The Idea:
The "One Note Against Cancer" idea is unique, because it is the first time in the world that each note of a song written by Kylie Minogue have been sold through a fundraising auction on eBay.
The Campaign:
In the absence of any media budget, we have opted for a strategy that was based 100% on social media. In this regard, and with Kylie Minogue’s approval, we relied on her own media power to promote the campaign (over 6 million fans on Facebook, Twitter & Instagram).
Starting on Monday 14 April 2014, Internet users were able to visit the website onenoteagainstcancer.com where, through an innovative web interface, they were invited to choose their note, put in a bid on it, and then follow how their bid was doing.
The auctions lasted for 10 days on eBay and at the end of it, the winning bidders will receive:
• the song "Crystallize"
• their name will be included in the credits of the song's video
• an ownership certificate for their note
Following this phase of collecting donations through auctions, and once all of the winning bidders have received their prizes, the second phase of the campaign has been launched, whereby the song "Crystallize" was on sale on iTunes, Google Music …and all of the profits generated donated to APREC.
“One Note Against Cancer” campaign has been led by Kylie Minogue herself on her social networks (Facebook, Twitter & Instagram).
To gain visibility and draw audience to our contents, we created very specific contents (posts, photos, videos, video message of Kylie, music teaser,…) that were shared by Kylie Minogue to her fans on her social networks (more than 5 million fans). Each post had a specific hashtag: #OneNoteAgainstCancer
Kylie Minogue asked to her fans to share those contents and be mobilized for this campaign. She engaged personally with some active fans to maximize engagement and visibility of the campaign.
The results of “One Note Against Cancer” campaign are really impressive for a campaign without any media budget.
Social Networks :
“One Note Against Cancer” campaign is a real success on social networks:
• Facebook: +6 million persons reached and 156 164 engaged with the campaign
• Twitter : More than 5 076 RT and more than 5 850 tweets with the hashtag #OneNoteAgainstCancer
• Instagram: More than 53.500 likes and 1.104 comments on “One Note Against Cancer” photos & videos.
Website :
More than 70.000 unique visitors visited onenoteagainstcancer.com so far.
PR :
The campaign has been a real success with some TV, press, radio, web & blogs mentions. So far we have more than 400 articles related to APREC’s campaign.
Video Clip :
+1 million views for “Crystallize” song on YouTube
Fundraising :
We already raised more than 14.744 € for cancer research with the website, and we are expecting to raise much more money with the single “Crystallize” available on iTunes and Google Music store.