| Title | I, AIDS. |
| Brand | AIDES |
| Product/Service | PUBLIC INTEREST |
| Category |
D01. Use of Integrated Media |
|
Entrant Company
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WNP Paris, FRANCE
|
|
Advertising Agency
|
WNP Paris, FRANCE
|
|
Production Company
|
WNP Paris, FRANCE
|
Credits
| Christian Andreo |
Aides |
Deputy Managing Director |
| Antoine Henry |
Aides |
Communication/Media Manager |
| Charmaine Da Costa Soares |
Aides |
In charge of External Communication |
| Fabien Barthas |
Aides |
In charge of Digital Communication |
| Eric Delannoy |
Wnp |
President |
| Fred Volhuer |
Wnp |
President |
| Pierre Virlogeux |
Wnp |
Account Manager |
| Delphine Tabutin |
Wnp |
Creative Director |
| Marion Thiéry |
Wnp |
Creative Director |
| Delphine Tabutin |
Wnp |
Art Director |
| Marion Thiery |
Wnp |
Copywriter |
| Eleonore Renou |
|
Art Director |
|
Wnp Studios |
Production Company |
| Gautier Billotte |
Wnp Studios |
Director |
|
Chez Jean |
Sound Studio |
|
Caleson |
Sound Studio |
| Rodrigo Parada |
Distillateur Graphik |
Motion Designer |
|
ISEG Group |
Marketing/Communication School |
Brief Explanation
How can we create public awareness for a subject that is talked about less frequently than before? How can we reach a target that barely protects themselves from AIDS anymore, the majority of which spend a large part of their lives online?
Insight: The types of discussions we had about AIDS 10 years ago don’t really work anymore.
Idea: Make AIDS viral in our online lives to show the extent to which it is dangerous in our actual lives. Talk about it, make it use the same tools as its target. To put it simply, make it real….
Results and Effectiveness
Coverage across 70 national media outlets valued at 1.5 million euros, 500,000 video views... with no media investment.
The media actively participated in the campaign by interacting with AIDS himself. Each journalist showed screenshots of their own conversations with “him” in their articles.
The campaign was then carried on through European and Canadian media, and all associations supporting the fight against AIDS got behind the message “@lesida (AIDS) #ShutUp”.
The Twitter account was the 4th result on Google for a search for “AIDS”, positioned after the WHO site and ahead of all the associations.
Creative Execution
May 1st, 2015: AIDS accounts are opened with the hashtag #IAmHere on all social media.
On Twitter, users are targeted based on their activity, age, and conversations. AIDS follows them, tweets at them and live tweets about various trending topics. On Facebook, he joins events. On Grindr and Tinder, he’s checked-in everywhere. On Instagram, he shares his photos. On LinkedIn, he explains his “professional background”...
June 8, 2015: the Aides association intervenes by hacking all AIDS’ accounts with a red banner : “To shut him up : aides.org”. This message is relayed through an all media campaign (video, banners, print...).
Insights, Strategy and the Idea
We are aiming for the general public, with a specific focus on the target of “young people” (all sexual orientations included).
Today, the majority of this target is convinced that AIDS is no longer a real threat, so they protect themselves much less.
This target spends a large part of their time on social media. This is where we decided to reach them first. By making AIDS a real being. Then, to reveal the campaign, the Aides association used the online video, press, and posters to reach the general public and journalists.