| Title | DEAD MAN TWEETING |
| Brand | ALS FOUNDATION NETHERLANDS |
| Product/Service | ALS FOUNDATION |
| Category |
A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
PUBLICIS Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
PUBLICIS Amsterdam, THE NETHERLANDS
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
|
Credits
| Lex Noteboom |
Publicis |
Strategy |
| Marcella Beekman |
Publicis |
Account Manager |
| Barry Clarke |
Captcha |
Post Production |
| Marcel Hartog |
Publicis |
Creative Director |
| Lucas Simons |
Publicis |
Interactive Designer |
| Jeroen Van Zwam |
Publicis |
Creative Director |
| Edwin Leijen |
Publicis |
Interactive Developer |
| Steef Nijhof |
Publicis |
Art Director |
| Olaf Van Gerwen |
|
Director |
| Kelly Wentink |
Publicis |
Interactive Developer |
| Lukas Göbel |
Unit |
Photographer |
| Dave Timmermans |
Publicis |
Interactive Developer |
| Dave Fransen |
Publicis |
Designer |
| Barry Clarke |
Captcha |
Post Production |
| 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 |
The Brief
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.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
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.