MUSIC FOR MEMORY CARDS

ClientGREETZ & ALZHEIMER NEDERLAND
Category A07. Not-for-profit / Charity / Governemt
TitleMUSIC FOR MEMORY CARDS
Product/ServiceCARDS
Entrant DDB UNLIMITED Amsterdam, THE NETHERLANDS
Idea Creation DDB UNLIMITED Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Ed van Bennekom DDB Unlimited Creative Director
Jasper Diks DDB Unlimited Creative Director
Jasper Baartmans Jasper Baartmans Producer
Milo van der Meij DDB Unlimited Business Director
Juliette Stevens Wefilm Director
Jaimy Daniluk Greetz Brand Manager
Natalie Delzenne Alzheimer Nederland Communications Advisor

Why is this work relevant for Direct?

The effect of music to stimulate Alzheimer’s patients’ memory is a 100% direct response campaign. The people receiving a Music for Memory Card get direct effect activating their memories. But this campaign also focuses on the patients’ loved ones, giving them insights about their condition in a direct experience.

Background

Worldwide 48 million people suffer from Alzheimer’s disease. There is a new case of Alzheimer’s every 3.2 seconds. Research shows that music from the past has the power to unlock a patient’s memories. Greetz is a manufacturer of greeting cards who wants to show the impact a card can have on people. So working with them was a very relevant collaboration. The objective for Greetz was to show the impact greeting cards can have on people. The objective for the Alzheimer's foundation was to raise awareness and sell memory cards to collect money for research.

Describe the creative idea (30% of vote)

Research shows that music from the past has the power to unlock a patient’s memories. We collaborated with Greetz, a manufacturer of greeting cards, to create Music for Memory Cards. A specially designed series of cards with a music chip that plays music from the past. Together with the Alzheimer’s foundation we created a playlist with various tracks of the past to choose from. Family and friends of people with Alzheimer’s can choose the favourite track of their father, mother or friend and add a personal message. The cards are then sent to give patients a moment to remember. 5 euros of every card sold goes to Alzheimer’s research. The cards will have a permanent place in the Greetz web shop. People can send them for any occasion, helping the Alzheimer’s foundation, the patients and their loved ones.

Describe the strategy (20% of vote)

We collaborated with Alzheimer experts to dive deep into the effect of music on people with Alzheimer's disease. With this data we created a unique playlist with memorable songs for people to choose from. We targeted people who had connections with the Alzheimer's foundation and with people that suffer from Alzheimer’s disease. With the (unpaid) help of influencers that have loved ones who suffer from Alzeimer’s disease we managed to raise awareness for the cause. Our call to action was to buy a Music for Memory Card and support the fight against Alzheimer's disease.

Describe the execution (20% of vote)

The Music for Memory Cards were launched during Alzheimer Awareness week. We launched the project with a PR film. The film showcased three patients and their favourite music from the past. It shows the effect that the Music for Memory Cards have on people. On the Greetz website people can choose their unique Music for Memory Card. They can choose from cards for different occasions like birthdays, Mother’s Day or choose the customise option and add a photo. After that they can choose the favourite track of the patient and add a personal message. The cards are then delivered to the patient.

List the results (30% of vote)

More than 1100 cards were already delivered during the first week, raising money for Alzheimer research. The cards will have a permanent place in the Greetz webshop. Every time a card is sent, 5 euros will be donated to the Alzheimer’s foundation. The campaign was covered by multiple blogs and news sites in the Netherlands, driving traffic to the Greetz web shop. With only a PR video and zero media budget we managed to raise awareness and donations at the same time.