Title | ONE NOTE AGAINST CANCER |
Brand | APREC |
Product/Service | CHARITY |
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
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.