| Title | INSTANTES |
| Brand | ALZHEIMER PORTUGAL |
| Product/Service | NON-PROFIT ASSOCIATION |
| Category |
B01. Use of Social Platforms |
|
Entrant Company
|
OGILVY & MATHER ADVERTISING PORTUGAL Lisbon, PORTUGAL
|
|
Advertising Agency
|
OGILVY & MATHER ADVERTISING PORTUGAL Lisbon, PORTUGAL
|
|
Media Agency
|
INITIATIVE Lisbon, PORTUGAL
|
|
Production Company
|
CONCEPT MEDIA Lisbon, PORTUGAL
|
Credits
| Jorge Coelho |
Ogilvy/Mather Portugal |
Executive Creative Director |
| Nuno Gomes |
Ogilvy/Mather Portugal |
Art Director |
| Tiago Pereira |
Ogilvy/Mather Portugal |
Copywriter |
| Mariana Carvalho |
Ogilvy/Mather Portugal |
Copywriter |
| Francisco Nascimento |
Ogilvy/Mather Portugal |
Web Designer |
| Nuno Gomes |
Ogilvy/Mather Portugal |
Web Designer |
| Paulo Carrapito |
Ogilvy/Mather Portugal |
TV Producer |
| Ana Marta Duarte |
Ogilvy/Mather Portugal |
Account Executive |
| Nelson Pimenta |
Ogilvy/Mather Portugal |
Head of Social Media |
| Sara Fonseca |
Ogilvy/Mather Portugal |
Digital Project Director |
| Nuno Quelhas |
Ogilvy/Mather Portugal |
Front-End Developer |
| Tiago Simões |
Ogilvy/Mather Portugal |
Front-End Developer |
| João Delfino |
Ogilvy/Mather Portugal |
Back-End Developer |
Brief Explanation
Alzheimers is one of the more common forms of dementia, representing 50% to 70% of all cases.
How do we wake up the global community, both young and old, regarding this issue?
There is a simple insight: Alzheimer's Day (21st of September), is often forgotten by most people, so suffering from the major symptom of the disease.
Life is made out of little moments. Every time we remember them, we relive them with the same intensity. Either because we feel nostalgic or because we miss those times that never return. But for some people those moments fade away, forever.
Results and Effectiveness
We have reached our main purpose, to make Alzheimer’s Day noticed and remembered by all consciously:
In two weeks, we:
- Showed up in the TV news and a little bit all over the internet;
- Over 33 % of people reached on social media were impacted by the campaign;
- Alzheimer Portugal was searched more than 39,000 times on Google;
- The fan page grew by almost 50%;
- The campaign achieved a PR Value over 40.000,00€;
- Reached 48 countries.
- Received a lot of encouraging messages in Snapchat, but unfortunately, they disappeared as an Alzheimers’ patient’s memory.
Creative Execution
On the week of Alzheimer´s Day, we had digital advertising panels with the same idea, several images of moments that disappear after five seconds followed by our awareness message and call to action.
During this weekend, we also had an interview on TV with the vice president of the Alzheimer's Association, where she talked about the campaign.
Besides this, we sent pictures everyday of memorable moments, taking advantage of the main feature of Snapchat and we created yet a website that doing exactly the same.
Insights, Strategy and the Idea
Although older people are the most affected the disease appears increasingly at an early age. So, we wanted to reach a younger target (15-35) that had no real awareness of the brand, in a way that would stick to their minds for a long time. We therefore opted for a campaign using their media of choice: social media.