| Title | DEAD MAN TWEETING |
| Brand | ALS FOUNDATION NETHERLANDS |
| Product/Service | ALS FOUNDATION |
| Category |
A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN |
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Entrant Company
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PUBLICIS Amsterdam, THE NETHERLANDS
|
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Advertising Agency
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PUBLICIS Amsterdam, THE NETHERLANDS
|
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Media Agency
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STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
|
Credits
| Marcel Hartog |
Publicis |
Creative Director |
| Jeroen Van Zwam |
Publicis |
Creative Director |
| Steef Nijhof |
Publicis |
Art Director |
| Olaf Van Gerwen |
|
Director |
| Lukas Göbel |
Unit |
Photographer |
| Dave Fransen |
Publicis |
Designer |
| Robin Schlösser |
Studio De Keuken |
Sound Engineer |
| Francisco Rodriguez Bouzas |
Post Office |
Editor |
| Mats Wilke |
Publicis |
Junior Creative |
| Ruben Van Dijk |
Publicis |
Junior Creative |
| Bianca Van Den Boogaard |
Publicis |
Stategy Director |
| Remco Roohée |
Starcom Mediavest Group |
Media Manager |
| George Goudsblom |
Starcom Mediavest Group |
Media Manager |
| Lex Noteboom |
Publicis |
Strategy |
| Marcella Beekman |
Publicis |
Account Manager |
| Lucas Simons |
Publicis |
Interactive Designer |
| Kelly Wentink |
Publicis |
Interactive Developer |
| Edwin Leijen |
Publicis |
Interactive Developer |
| Dave Timmermans |
Publicis |
Interactive Developer |
| Barry Clarke |
Captcha |
Post Production |
The Brief
ALS is a deadly disease, making your muscles stop one by one. Three years ago the ALS Foundation Netherlands started a special project. Patients made campaign statements, which were aired after they had already died. As a result, awareness of ALS has risen to 89%. Donations doubled. But as the cause of this merciless disease remains unknown, more money for scientific research is needed.
Two target groups are divided:
- Family and friends of patients suffering from ALS
- General audience
Main objective is to give the general public the opportunity to donate for specific fundraising activities or research projects.
Creative Execution
When participant Gerrit Groeneveld dies, his statements run in various media. Starting with his own Twitter account. Gerrit’s tweets from the afterlife become dutch trending topic. No wonder:
- this is a dead man tweeting
- making a personal appeal
- knowing details about future events, as if he ‘s still here to keep an eye on us
- using Twitter for fundraising
- adding the hashtag daretoask. For money, to be precise. #daretoask is used to get answers from the Dutch Twitter community on almost any question. Until this point, it had not been used to ask for donations.
Describe the creative solution to the brief/objective.
Time to take this thought provoking campaign one step further. A new group of patients recorded campaign statements, which were aired after they have passed away. And now their confrontational message is even more direct.
Like angels on a sales mission, the deceased participants make a personal appeal to continue their fight. Promoting specific fundraising activities. Knowing details about future events, locations and dates. As if they are still here to keep an eye on us.
Results
The late Gerrit’s tweet becomes Dutch Top Tweet right away.
Direct website visits increase 325%
Gerrit’s tweet is in de trending topic top 10 for three weeks in a row
As a result of the whole campaign donations increase by another 400% (direct online donations via the tool on www.als.nl and direct donations to specific fundraising events)
The result is a net result, because there is no marketing budget whatsoever and all parties involved work on a pro bono basis.
And until a solution against ALS is found, more money can be expected, when more participating patients will pass away and make a personal appeal from the afterlife.