Winners & Shortlists

DEAD MAN TWEETING

Bronze Eurobest

Case Film

Presentation Board

TitleDEAD MAN TWEETING
BrandALS FOUNDATION NETHERLANDS
Product/ServiceALS FOUNDATION
Category A07. USE OF SOCIAL IN A MEDIA CAMPAIGN
Entrant Company PUBLICIS Amsterdam, THE NETHERLANDS
Advertising Agency PUBLICIS Amsterdam, THE NETHERLANDS
Media Agency 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.