STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Credits
Name
Company
Position
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
Kelly Wentink
Publicis
Interactive Developer
Dave Timmermans
Publicis
Interactive Developer
Barry Clarke
Captcha
Post Production
Jan Hibma Beeldbewerking
Additional company
Studio Allard
Additional company
BV styling
Additional company
Results and Effectiveness
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.
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.
Insights, Strategy and the Idea
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.