Winners & Shortlists

ONE NOTE AGAINST CANCER

Short List
TitleONE NOTE AGAINST CANCER
BrandAPREC
Product/ServiceCHARITY
Category A07. USE OF SOCIAL IN A MEDIA CAMPAIGN
Entrant Company PUBLICIS CONSEIL Paris, FRANCE
Advertising Agency PUBLICIS CONSEIL Paris, FRANCE
Production Company ICONOCLAST INTERACTIVE Paris, FRANCE
Credits
Name Company Position
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 Prodigious Sound 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

Results and Effectiveness

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.

Creative Execution

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 2.6 million fans on Facebook • over 2 million followers on Twitter • over 400,000 followers on Instagram To make this event more viral and increase the buzz surrounding it, Kylie Minogue fans were involved on a daily basis, and surprise contributions by Kylie Minogue & other celebrities were planned throughout the whole duration of the campaign.

Insights, Strategy and the Idea

APREC is a French association led by Pr. Izrael, doing research against cancer. A few years ago, Pr. Izrael helped personally Kylie Minogue to fight a breast cancer. After this personal experience, Kylie Minogue became APREC godmother. APREC needed to: 1. Gain visibility internationally 2. Raise money for new research lab materials. Our idea : “One Note Against Cancer”, was to sell one by one on eBay each note of an exclusive track written by Kylie Minogue. With this idea and Kylie Minogue as ambassador, we could raise money through Kylie’s fans and make it a buzz in the media so APREC will win visibility. This idea was relevant for Kylie Minogue as it was based on music, and to her audience because fans would love to help cancer research & benefit at the same time of exclusives prizes.