| Title | MEMOREPAIR |
| Brand | ALZHEIMER LEAGUE |
| Product/Service | NON-PROFIT ASSOCIATION |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
PUBLICIS BRUSSELS, BELGIUM
|
Credits
| Tom Berth |
Publicis Brussels |
Creative Director |
| Geert De Rocker |
Publicis Brussels |
Creative Director |
| Charles-elie Chauvaux |
Publicis Brussels |
Copywriter |
| Carole Brouwers |
Publicis Brussels |
Art Director |
| Maarten De Maayer |
Publicis Brussels |
Copywriter |
| Tom Berth/Geert De Rocker/Seb De Roover |
Publicis Brussels |
Creation |
| Seb De Roover |
Publicis Brussels |
Head Of Digital |
| Florence De Lophem |
Publicis Brussels |
Account Director |
| Nathalie Tavernier |
Publicis Brussels |
Account Director |
| Tom Vandenbossche |
Publicis Brussels |
Digital Producer |
| Alexandre Simionescu |
/ |
Graphic Designer |
| Jérémie Acquisto |
Publicis Brussels |
Animation |
| / |
Digital Craftsmen |
Website Production |
| Muna Baradi |
/ |
Film Director |
| Victoire Kaiser |
Publicis Brussels |
Radio Producer |
| Sabine Henry |
Ligue Nationale Alzheimer Liga |
Client Contact |
Brief Explanation
The Liga is in constant need of donations. And as a national organisation, they wanted to approach a nationwide audience. Alzheimer’s disease is well-known in Belgium, but it is no longer a priority on the public agenda and as such it’s difficult to find the necessary funds for the Liga to continue its work.
To combat the apathy surrounding the disease, we tried to make the feeling of losing your memories as real as possible for those without Alzheimer’s disease.
Results and Effectiveness
By triggering the audience to focus on their own memories, we achieved the following results in the first week alone:
Free media coverage worth €127.000.
340.000 views on the video explaining the concept.
More than 4 000 website visits,
900 memorepair orders.
Regardless of these initial results, we are happy to report that memorepair.be isn’t a one-off. It’s a permanent new tool for the National Alzheimer Liga to collect funds and inform people.
Creative Execution
We created Memorepair.be, a dedicated platform to help you bring your inaccessible memories back to life. By digitizing your old content, a percentage of what you pay (30%) goes to supporting those with Alzheimer’s who can’t recall their memories… So that one day, we can repair their memories, too.
We reached our audience mainly through targeted Facebook ads and used mainstream media to acquire above-the-line coverage to install the credibility and recognition.
Insights, Strategy and the Idea
We narrowed down our target audience to people aged 35-65, because these people already have plenty of long term memories. We then approached them directly about the memories they would lose if they had Alzheimer’s.
On memorepair.be, people could digitize their old memories. To attract people to the site, we reached out via Facebook. A key network for our target demographic.