Title	SONG BY EYES
Brand	ALS LIGA BELGIË VZW
Product/Service	ALS LIGA
Category	A05. USE OF BROADCAST IN A PROMOTIONAL CAMPAIGN
Entrant Company	SERVICEPLAN Munich, GERMANY
Advertising Agency	SERVICEPLAN Munich, GERMANY
Advertising Agency 2	SERVICEPLAN BENELUX Brussels, BELGIUM
Production Company	GONZALES Antwerp, BELGIUM

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Jeroen De Jong	Serviceplan Benelux	Executive Creative Director/Graphic Designer
Bart Klerckx	Serviceplan Benelux	Executive Creative Director
Antony Samson	Serviceplan Benelux	Copywriter
Veerle Guiljam	Serviceplan Benelux	Art Director/Graphic Designer
Nancy Delhalle	Serviceplan Benelux	Managing Partner
Kathleen Soontjens	Serviceplan Benelux	Account Supervisor
Florian Panier	Serviceplan	Creative Producer
Pieter Bollen	Gonzales	Director
Christian Rodrigues	La Vita E Media	Sound Designer

The Brief

The ALS League is a fundraiser for people suffering from ALS. As patients lose the ability to speak the only way of communicating is to use expensive speech system. We raise funds during the existing ‘music for life’ fundraising event. It is not simple. Standing out becomes less obvious with 700 competing associations battling for donations. Problems: 1. volunteers rather donate money for well-known associations such as the Red Cross or Amnesty International. 2. the financial crisis also reduces the overall monetairy result of donations. 3. the disease ALS and activities of the ALS-League needed explination before calling to action.

Describe how the promotion developed from concept to implementation

We use a moment in market (‘music for life fundraising by Studio Brussels’) & link it to ALS-League’s fundraising needs. And through an innovative and engaging creative idea we created awareness for the ALS-Ligue. The innovative technique allowed a speechless person to sing a song with his eyes. Emotion + Innovation is a vector for earned media & PR, we've managed to respond to the objectives. The idea rapidly got picked up by media and generated free media. Some highlights: a prime time interview on national radio, €50.000 in free media, 80.000 social media interactions, €120.000 in fundraising.

Describe the success of the promotion with both client and consumer including some quantifiable results

We received a gigantic media- and pr echo: - Studio Brussels picked up our video and invited us for a prime time interview on national radio. - We obtained for more than €50.000 in free media. - Social media interactions went up to 80.000 (national but also international tweets and shares). - In total our campaign generated over €120.000 for the ALS League. - This campaign is realised by all partners on a pro-bono basis.

Explain why the method of promotion was most relevant to the product or service

In the last phase of the disease, the only way for ALS-patients to communicate is using very expensive speech computers. This lead us to the creative concept: ‘singing with eyes’. We bring this claim to live in the ‘first song sung by eyes’ with the help of Belgium’s biggest rockband dEUS, who lent a song for our campaign. We developed a technology that allowed us to synchronise mouth and eye movement. Allowing this ALS patient to sing the song with his eyes.