| Title | ONE NOTE AGAINST CANCER |
| Brand | APREC |
| Product/Service | CHARITY |
| Category |
C08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
|
Entrant Company
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Advertising Agency
|
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 |
| Pierre Marcus/Armelle Sudron |
Prodigious |
Tv Producers |
| Frederic Prados |
Publicis Conseil |
Sount Post Production |
| Julien Chaillou |
Publicis Conseil |
Creative Technologist |
| Carlos Serrano/Elodie Siliart |
Prodigious |
Business Affairs |
| Isabelle Saya Salvador |
Publicis Conseil |
Legal Department |
| 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 Brief
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.
APREC brief was to create a campaign that will help the association to:
1. Gain visibility internationally
2. Raise money for new research lab materials.
In the absence of any media budget, we have opted for a strategy that was based 100% on social networks. In this regard, and with Kylie Minogue’s approval, we relied on her own media power to promote the campaign (over 5 million fans).
Creative Execution
We decide to go for auctions on eBay, because we thought that it will create a more important buzz if anyone could try to get a note of Kylie next song. With a starting price as low as 1€, we gave the opportunity to all her fans to take part in the campaign.
The strength of this idea is to be innovative, social and engaging because as soon as you started to bid on a note you will follow the campaign until the end.
This idea was also appropriate for APREC as it’s a very positive and doesn’t exclude anyone.
Describe the creative solution to the brief/objective.
The "One Note Against Cancer" idea is unique, because it is the first time in the world that each note of a song have been sold through a fundraising auction on eBay.
Starting on Monday 14 April 2014, Internet users were able to visit the website onenoteagainstcancer.com where, through a fun-filled experience and an innovative web interface, they were invited to choose their note, put in a bid on one of them, and then follow how their bids were doing.
Results
The results of “One Note Against Cancer” campaign are impressive for a campaign without any media budget.
Social Networks :
• Facebook : +6 million persons reached
• Twitter : 5 850 tweets with the hashtag #OneNoteAgainstCancer
• Instagram: More than 55.000 likes & comments
Website : More than 70.000 unique visitors
PR : 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 € with the website and we are expecting to raise more money with the single “Crystallize” available on iTunes.