| Title | SHAKE PARKINSON OFF |
| Brand | ICM PARKINSON |
| Product/Service | PREVENTION OF PARKINSON'S DISEASE |
| Category |
B11. Use of Technology |
|
Entrant
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Media Placement
|
ZENITH Paris, FRANCE
|
|
PR
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Production
|
LA PAC Paris, FRANCE
|
|
Additional Company
|
ICM Paris, FRANCE
|
Credits
| Bruno Bertelli |
Publicis |
Global Chief Creative Officer |
| Elie Trotignon |
Publicis |
Executive Creative Director |
| Pierre Coulier |
Publicis |
Digital Creative Director |
| Delphine Bojago |
Publicis |
Artistic Director / Copywriter |
| Olivier Gamblin |
Publicis |
Artistic Director / Copywriter |
| Gaëlle Morvan |
Publicis |
Account Manager |
| Laurent Enet |
Publicis |
Account Manager |
| Julien Mahé |
Publicis |
Creative Technologist |
| Kirgan Somville |
Publicis |
Creative Technologist |
| Etienne Averseng |
Publicis |
Strategic Planning |
| Patricia Denis-Du-Péage |
Publicis |
Process Manager |
| Florent Villiers |
Prodigious |
TV Producer |
| James Lees |
LA PAC |
Director |
| Jackson Hunt |
LA PAC |
DOP |
| Jérôme Denis |
LA PAC |
Producer |
| Eric Lipchitz |
LA PAC |
Production Director |
| Betty Bertrand |
LA PAC |
Post-Production Director |
| Benjamin Bruel |
LA PAC |
Editing |
| Xavier Guennan |
Prodigious |
Post-Production Manager |
| Karine Friang |
Prodigious |
Post-Production Manager |
| Mika Arslanyan |
Prodigious |
Post-Production |
| Guillaume Schmitt |
Prodigious |
Post-Production |
| Régis Oyer |
Prodigious |
Post-Production |
| Sylysak Taidonekhong |
Prodigious |
Post-Production |
| Julien Laudicina |
Prodigious |
Post-Production |
| Olivier Guillou |
Prodigious |
Sound Producer |
| Boris Nicou |
Prodigious |
Sound Producer |
| Florentin Foucault |
Prodigious |
Mixer |
| David Cailleaux |
Prodigious |
Mixer |
Why is this work relevant for Media?
This campaign aimed and succeed to trigger a direct response, donations, from the target audience that gives less: People not affected by Parkinson’s disease. To touche them we used a new way to use the phone as a media, by using the haptic technology : While watching the film, the technology triggers phone vibrations, recreating the tremors of Parkinson’s disease and helping fuel a new, immersive and emotionally powerful experience.
Background
ICM is the organization that manage research and prevention on brain diseases. Their mission is both in preventing the disease and creating good conditions for people that are living with it making it a huge social challenge.
The brief was to raise awareness in order to then collect as much donation as possible so ICM can work in the best conditions.
Describe the creative idea/insights
#ShakeParkinsonsOff is a mobile film made to experience the reality of Parkinson’s.
The film takes us through different steps of Tom's life. We live the key moments of his life and the different emotions that made him tremble. When he gets older, his tremor is no longer due to the emotions but to Parkinson's disease itself, and from that moment they don’t stop anymore.
But to make the film an immersive experience, we integrated a simple hack of YouTube API.
We tweaked the subtitle system of the YouTube player to synchronize the smartphone’s vibrating alert with the #ShakeParkinsonsOff film.
The technology now recreates the tremors of Parkinson’s and fuels a unique emotionally powerful experience.
Any time Tom’s hands tremble, the smartphone of the viewer vibrates, making his hands tremble too.
And as the Parkinson’s disease touches Tom, the vibration becomes worse.
The only way to stop it is… Donate
Describe the strategy
We discovered that people that donate are mostly people directly touched by Parkinson disease. In the light of this data we decided to search the most impactful way to put the general public as close as possible to Parkinson’s disease. The approach was then to make Parkinson symptom relevant to non-affected people by triggering emotions and sensations they relate to.
Describe the execution
Different stages in the campaign's launch:
1 – 6th of April: The prelaunch of the international PR.
The purpose was to spread the campaign all over the world to touch the major medias.
2 – 9th of April: The launch of the French PR
We invited journalists in a theatre to make them experience the campaign #ShakeParkinsonsOff
We worked with Gaumont and a South Korean company to configure the seats of the new 4DX room. Those rooms use high-tech motion seats and special effects to simulate sensations. We focused on the tremors of the seats to synchronise them with our main character’s tremors.
3 – 11th of April: World Parkinson’s disease day
The beginning of the French campaign:
- On TV with the 60’’ and the 30’’ films
- On digital/social with videos and banners
- In theatres with the 60’’ film in the Gaumont/Pathé and CGR networks.
List the results
From 11th of April to end-May:
TV (France): More than 5 millions contacts touched, on the 25-49 y.o target + Morning & Evening news on BFM TV
Cinema (France): Projection of the campaign in 144 theatres (Gaumont/Pathé and CGR networks)
Display (France): 10 millions of estimated impression
Social (World): 228 millions of impression
National & International PR
22 countries touched
Demography: 18 to 34 y.o. (50% men, 50% women)
Total of impressions: 243 millions
Earned Media: 97%
Donation increase (compare to April 2017): +1273% on April