| Title | CONNECTION LOST |
| Brand | ALS LEAGUE |
| Product/Service | NON-PROFIT ASSOCIATION |
| Category |
A06. Use of Broadcast in a Promotional Campaign |
|
Entrant Company
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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 |
The Brief
After the well-known Ice Bucket Challenge, a lot of people had heard about ALS. The name was out, but what the disease exactly did to you was still pretty unknown. We had to reach a nationwide audience to better explain them what ALS does to you. Since our audience knows the name ALS but only has a vague idea of what it does, we had to make sure they could experience it in one way or another.
Next to educating our audience, we also incited them to donate immediately through www.connectionlost.be in order to support ALS Liga Belgium.
Campaign Success
On June 21st, International ALS Day, in collaboration with various national TV networks (RTL, VTM, 2BE & Vitaya) we disconnected major TV shows during prime time. All screens went black without a warning. This frustrating feeling is only a glimpse of what it feels like when you’re diagnosed with ALS. The only thing left to do, is helplessly experience the disconnection of your body and organs until a vital organ is hit and you die.
After the lost connection two ALS patients redirected viewers to connectionlost.be, inviting them to donate immediately and join the fight against ALS.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
We made television screens all over Belgium fade to black, offering viewers a glimpse of what it feels like to live with ALS. After the suddenly lost connection two ALS patients told their story, requesting donations for the ALS Liga. This interruption grabbed people’s attention long enough for them to listen to the ALS patients. Their testimony incited a direct response from viewers across the country who supported the ALS Liga through the website www.connectionlost.be. As such we managed to create a direct response through national broadcasting.