| Title | THANKS TONY |
| Brand | MAKE-A-WISH |
| Product/Service | MAKE-A-WISH IS A NON-PROFIT ORGANISATION DEDICATED TO MAKE EVERY ELIGIBLE CHILD’ |
| Category |
A07. Charities, Public Health & Safety, Public Awareness Messages |
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Entrant
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SERVICEPLAN FRANCE Levallois-Perret, FRANCE
|
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Idea Creation
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SERVICEPLAN FRANCE Levallois-Perret, FRANCE
|
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Production
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TRINITY FILMS Levallois-Perret, FRANCE
|
Credits
| POUPON Hervé |
SERVICEPLAN |
Creative Director |
| PEREZ Daniel |
SERVICEPLAN |
Creative Director |
| DELCOURT Steven |
SERVICEPLAN |
Chief Innovation Officer |
| COCHE Benjamin |
SERVICEPLAN |
Copywriter |
| CHABERT Renaud |
TRINITY FILMS |
Producer |
| BERZERKER BEN |
CLOSED ON SUNDAY |
Film maker |
| PETIT Victor |
SERVICEPLAN |
Copywriter |
| DELANOY Robin |
SERVICEPLAN |
Copywriter |
| SCHAAF Nicola |
SERVICEPLAN |
Art Director |
The Campaign
Four times NBA champion and leader of the French National Team, Tony Parker is one of the greatest basketball players of his time. For more than ten years, he has been the first ambassador of Make-A-Wish France, which realises the most precious dreams of sick children.
The creative idea we had was to say thank you to Tony Parker for having realised thousands of children’s dreams.
We gave Tony a surprise meeting with the very first boy for whom he made the dream come true:... HIMSELF.
We created an animated hologram of young Tony who thanked the real Tony for having achieved all the dreams he wished for (like being one of the world’s greatest basketball players) and for giving joy to the kids.
The video of this emotional moment was deployed through social media.
Execution
Eight months before D-day, we started to get secretly in touch with Tony Parker’s family and childhood friends. We collected archives (photos, VHS tapes, voice recordings) which helped us « rebuild » a virtual young Tony Parker, based on a real little boy, aged 9.
26.06.16: Next to the basketball stadium he was about to play his last match in France on 28.06.16, we built a huge optical theatre dedicated to showing the hologram.
27.06.16: The day before the match, Tony thought he was joining friends for dinner after training, then he found himself unexpectedly amongst 40 children from Make-A-Wish who came to express their gratitude. The kids surprised him with the first little boy for whom Tony Parker made dreams come true, namely ... HIMSELF.
Little holographic Tony Parker started to talk to the champion, saluting his talent and tenacity that took him to the peak of his game.
Through social networks and TV channels, our little surprise spread all over the world and touched thousands of people.
• More than 2 million organic views
• 7 million global impressions
• + 37,816 % engagement on Make-A-Wish France fan-page
• + 1,200 % online donations
• + 8% Fans of Make-A-Wish France fan-page
Famous French TV channels relayed the event during their programmes: Canal + / Infosport +, BeIN Sports, Ma Chaîne Sport, and more).
With such exposure and additional donations received, Make-A-Wish France will be able to help more children to realise their dreams…
The Situation
This entry shows how a Live Event that combines:
- a worthy cause,
- a sport celebrity,
- a great story-telling,
- technology that supports the idea,
- and a surprise effect,
can create an efficient cocktail to touch people’s hearts and invite them to make a donation for the cause defended by a non-profit organisation.
At the end of day, the « Thanks Tony » operation conceived for Make-A-Wish foundation was crowned with measurable success in terms of donations, engagement and visibility, which makes it a relevant case in this category.
The Strategy
In order to get amazing results, we decided to leverage one of the most famous celebrities of Make-A-Wish to take advantage of his fame: Tony Parker, who is one of the favourite French and American personalities. We also took advantage of the strong media coverage he was going to obtain : he was about to play his last game in France with the French national team for the Olympic Games qualification (France-Japan / 28.06.2016),
We wanted to get in touch with the largest audience possible, with an emotional video centered on a great personality and famous sportsman linked to the Make-A-Wish foundation.
At the end of the video, people were directed to the official Make-A-Wish France’s website, where they were given more details on the Foundation, and could make a donation.