Title	ONE NOTE AGAINST CANCER
Brand	APREC
Product/Service	CHARITY
Category	B04. FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company	PUBLICIS CONSEIL Paris, FRANCE
Advertising Agency	PUBLICIS CONSEIL Paris, FRANCE
Production Company	ICONOCLAST INTERACTIVE Paris, FRANCE

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

The Campaign

APREC is a small French association led by Pr Victor Izrael, doing fundamental research against cancer. A few years ago, Pr. Izrael helped personally Kylie Minogue to fight a breast cancer. After this personal experience, Kylie Minogue decided to become APREC godmother. The Challenge: In 2013, Pr. Izrael came to Publicis Conseil and asked us to help APREC gain visibility internationally and raise money for new research lab materials. But how could we achieve those 2 objectives without any media budget? The Idea: The "One Note Against Cancer" idea is unique, because it is the first time in the world that each note of a song written by Kylie Minogue have been sold through a fundraising auction on eBay. The Campaign: In the absence of any media budget, we have opted for a strategy that was based 100% on social networks & PR. In this regard, and with Kylie Minogue’s approval, we relied on her own media power to promote the campaign (over 5 million fans on Facebook, Twitter & Instagram). Starting on Monday 14 April 2014, Internet users were able to visit onenoteagainstcancer.com where, through a fun-filled experience, they were invited to put in a bid on one note of the song. So far the outcome of the campaign is really good with 14.744 € raised and more than 400 articles written and 6 million people reached on social medias. This campaign fits in the PR Eurobest as it was only supported by PR & community management.

The Brief

In 2013, Pr. Izrael came to Publicis Conseil and asked us to help APREC association. They needed to: 1. Gain visibility internationally 2. Raise money for new research lab materials. We defined with APREC 2 criteria of success: 1. PR outcomes (post, tweet, blog post, articles…) 2. Actual funds raised for research against cancer. To achieve those 2 objectives, we needed to create a real PR buzz & mobilize people for the cause. To do so we identified an opportunity with APREC godmother: Kylie Minogue.

Results

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.

Execution

The PR and Community Management plan was organize in different steps: 1. Teasing: Kylie Minogue teases her fans & journalists about an important news coming. Nobody knows what it is except for a hashtag : #OneNoteAgainstCancer. 2. Press Conference: Kylie Minogue launches the campaign with the press and explains the purpose of it. 3. Launch of the campaign: Kylie Minogue releases a video on Facebook, Twitter & Instagram explaining “One Note Against Cancer” project to her fans. 4. During the campaign: Kylie Minogue herself invites her fans to share, tweet and talk about #OneNoteAgainsCancer. Everyday exclusive news about the project are released and some videos of Kylie are sent directly to her fans to mobilize them. 5. End of the campaign: When the auctions are closed, Kylie Minogue thanks her fans and she explains that they can still help the cause by buying the song that will be released soon.

The Situation

APREC (Alliance for Cancer Research) is a small French association led by Pr Victor Izrael, doing fundamental research against cancer. A few years ago, Pr. Victor Izrael helped personally Kylie Minogue to fight a breast cancer. After this personal experience, Kylie Minogue decided to become APREC godmother. APREC doesn’t benefit from any state helps and they can only rely on private donators to pay their researchers. To develop a new research lab, APREC needed to gain visibility to find new donators in France but also internationally.

The Strategy

In the absence of any media budget, we have opted for a strategy that was based 100% on social networks & PR. In this regard, and with Kylie Minogue’s approval, we relied on her own media power to promote the campaign (over 5 million fans on Facebook, Twitter & Instagram). Kylie Minogue has been involved directly in this campaign. We launch the campaign on April 14th with an important press conference held in Paris. Kylie Minogue herself talked to the journalist for this launch, explaining what was the purpose of this campaign, what is APREC, etc. After the press conference, Kylie Minogue launched the operation on her social networks. During the 10 days of this operation, Kylie Minogue engaged directly with her fans to amplify the buzz around this project.