Title | DEAD MAN TWEETING |
Brand | ALS FOUNDATION NETHERLANDS |
Product/Service | ALS FOUNDATION |
Category |
F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY |
Entrant Company
|
PUBLICIS Amsterdam, THE NETHERLANDS
|
Advertising Agency
|
PUBLICIS Amsterdam, THE NETHERLANDS
|
Media Agency
|
STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
|
Credits
Marcel Hartog |
Publicis |
Associate Creative Director |
Jeroen Van Zwam |
Publicis |
Associate 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 |
Marcella Beekman |
Publicis |
Account Manager |
Lex Noteboom |
Publicis |
Strategy |
Lucas Simons |
Publicis |
Interactive Designer |
Edwin Leijen |
Publicis |
Interactive Developer |
Dave Timmermans |
Publicis |
Interactive Developer |
Kelly Wentink |
Publicis |
Interactive Developer |
Barry Clarke |
Captcha |
Post Production |
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.
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.
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 has risen to 89%. Donations doubled. But as the cause of this merciless disease remains unknown, more money for scientific research is needed.
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 moving provoking message is even more compelling
Like angels on a sales mission, the deceased participants make a personal appeal to continue their fight. Promoting specific fundraising activities. Knowing details about, locations and dates. As if they are still here to keep an eye on us.