| Title | CONNECTION LOST |
| Brand | ALS LEAGUE |
| Product/Service | NON-PROFIT ASSOCIATION |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Media Agency
|
MEDIALAAN, BELGIUM
|
|
Media Agency 2
|
IP BELGIUM Brussels, BELGIUM
|
Credits
| Tom Berth |
Publicis Brussels |
Creative Director |
| Geert De Rocker |
Publicis Brussels |
Creative Director |
| Sophie De Plecker |
Publicis Brussels |
Art Director |
| Joris Luyten |
Publicis Brussels |
Copywriter |
| Jérémie Acquisto |
Publicis Brussels |
Designer |
| Seb De Roover |
Publicis Brussels |
Head Of Digital |
| Jonas De Wit |
Publicis Brussels |
Account Manager |
| Marc Van Buggenhout |
Asp Tv Productions |
Tv Producer |
| Tuyen Pham |
Asp Tv Productions |
Tv Producer |
| / |
Geronimo |
Production Company |
| Dirk Domen |
Geronimo |
Director |
| Mathias Kerner |
Geronimo |
Producer |
| Muna Baradi |
/ |
Casemovie |
| / |
Cobra |
Casemovie |
| Frédéric Godecharle |
Medialaan |
Media Contact |
| Tijl Sacré |
Medialaan |
Media Contact |
| Fabienne Thierens |
Sbs |
Media Contact |
| Michaël Huyghe |
Ip Belgium |
Media Contact |
| Evy Reviers |
Als Liga |
Client Contact |
Brief Explanation
ALS is an incurable disease that slowly disables the muscles in your body. We had to reach out to everyone in Belgium and make them understand what it feels like to live with ALS, thereby raising awareness and funds to fight this horrible disease.
We started from the understanding that since the Ice Bucket Challenge, people all over the world have heard about ALS but that for many of them the effects of it are still unclear. So we set out to let them experience a fraction of what ALS does to your body: it completely disconnects you from it.
Results and Effectiveness
When Connection Lost was broadcast in prime time on national television, it reached about 1.750.000 people simultaneously. It was immediately picked up by deredactie.be, Belgium’s most popular news site with more than 270.000 visitors a day. In just 60 seconds we raised more than 20.000 euros.
Creative Execution
Together with our TV partners we picked a time slot which allowed us to turn all channels to black on the same time. This reinforced our message as people couldn’t even flick through channels to ignore it.
Each of the 4 TV stations showed one of the two patients who told their story and redirected viewers to www.connectionlost.be to create immediate response. This allowed us to create a direct interaction through mass media in a small time frame.
Insights, Strategy and the Idea
We wanted to reach a nationwide audience to better explain them what ALS does to you. Our audience knows the name ALS and has a vague idea of what it is, but it’s still extremely difficult to fully understand the frightening effect it has on your body. Secondly, we also wanted them to immediately donate to support ALS Liga Belgium.
To achieve national coverage we worked together with 4 different TV stations: RTL, VTM, 2BE & Vitaya. And to facilitate donating we created www.connectionlost.be which explained ALS in more detail and asked people to support the ALS Liga.