Aides - "#Sharethelove"

TBWA\PARIS

TBWA\PARIS Boulogne-Billancourt, France

Премии

12934

Это объявление является частью "ACT Responsible Collection"

Бренд: Aides
Страна: France

Рекламодатель: Aides

Заголовок	#Sharethelove
Агентство	TBWA\PARIS
Кампания	#Sharethelove
Рекламодатель	Aides
Бренд	Aides
Posted	Июнь 2018
Бизнес сектор	Информированность о болезнях, группы поддержки и ассоциации
История	Synopsis Aids virus remains a major problem in our society. Yet, the virus is being more and more ignored. It doesn’t kill as much as it used to, so our society considers it as less urgent. As a result, with a lack of prevention, people starts to ignore it and exposes themselves to huge risks. In France, there have been more than 6 000 new contaminations in 2016. 6 000 people whom life has took a definitive turn: medication for life, society exclusion, fear to transmit to others …. Also, statistics reveal that more than 25 000 French people carry the virus without knowing it. It’s a ticking bomb … Those datas confirm that AIDES' action is more relevant than ever. It was urgent to find a way to impact people and to get them out of their denial on the virus. Strategy Our society is getting through a revolution: Online dating In France, a quarter of the population subscribed dating app. And 60% of those people admit using those app just for one-night relationships. A deep change in sexual relationships. Meeting and sharing with one and another has never been so easy. Barriers are getting down, we are living in an era of easy and free sex. As people are all on their mobile looking for a new partner AIDES launched a Twitter activation that plays on this new behavior: The viral campaign #ShareTheLove. This activation got people through the same steps as dating: experience of fun, share, and the after step: The moment you realize you may have exposed yourself to the virus. This activation helped people process it and get full awareness of the risk and importance of protection. Outcome • By the end of the activation, the campaign earned 15M impressions on Twitter with 0€ media investment. • Celebrities accounts have never been this active. Retweets increased by an average of 4000% compared to usual content. • The campaign reached more than 4500 tweets on #ShareTheLove and hacked more than 4500 twitter’s accounts. • After the reveal, people spent an average time of 5 Minutes on the sharethelove.city website. The Viral campaign #ShareTheLove helped people to get into the right open-mindedness to hear and understand the message. With 0€ media investment, AIDES reached and impact a massive part of the exposed population. It delivered an impactful message about Aids risks and the importance of protection even more for online dating. Execution The campaign #ShareTheLove was launched on twitter on the 17th of April We’ve selected French celebrities and influencers that are not the one that you expect to post this kind of content Roselyne Bachelot, Former Health Minister Cristina Cordula, Fashion TV speaker Sebastien Folin, Weatherman Brigitte, music band Océane Rosemarie, filmmaker Yassine Belattar, radio journalist Etc …. This selection allowed us to create a shift between the sexy and funny content, and the profiles of celebrities. Followers got engaged and retweeted the post. Others thought accounts had been hacked. All those conditions kickstarted a viral trend on the platform. By the end of the day, AIDES revealed the identity of Henry Ian Vernon and the message of the operation. Celebrities and followers retweeted the message and shared their surprise. On the 18th we launch a massive PR communication to reach all the people that didn’t got exposed to the operation. Campaign Description The viral campaign #sharethelove is a misleading content that create engagement: The more people share the campaign, the more the revelation gets powerful. Celebrities posted pictures of a couple having sex with a hashtag #sharethelove. Those celebrities are not ones that use to post this kind of content, like a former health minister. But when people retweeted the picture, the picture started to evolve and got bigger. A man called “Henry Ian Vernon ” posted other extracts of the picture with new sex scenes. In fact, Henry Ian Vernon is a bot. It is programmed to scan the hashtag #share thelove and retweet an ever larger image for each retweet. The day after, AIDES revealed the ID of Henry Ian Vernon and sent a virus tweet to all the people whom interacted with the picture “Virus Alert ! I’m HIV. You have shared the love. You are now contaminated.
Тип медиа	Digital
Длина	123 seconds
Исполнительный креативный директор	Benjamin Marchal
Исполнительный креативный директор	Faustin Claverie
Иллюстратор	Rod Hunt
Копирайтер	Fabien Duval
Копирайтер	Glen Troadec
Художественный руководитель цифрового формата	Nicolas Barrès
Арт-директор	Maude Muller
Ассистент арт-директора	Nina Mosconi
Head of Social Media	Jacquelin Guillaume-Duverne
Руководитель цифрового формата	Ivan Zindovic
Закупщик художественного оформления	Isabelle JAUBERT
Менеджер проекта	Glenn Pezier
Разработчик серверной части	Maurice Nguyen
Менеджер по рекламе	Christian Andréo
Advertiser Supervisor	Nathalie Gautier
Менеджер по рекламе	Antoine Henry
Менеджер по рекламе	Charmaine Da Costa Soares
Менеджер по рекламе	Aurélie Duval
Специалист по работе с заказчиками	Anne Vincent
Специалист по работе с заказчиками	Véronique Fourniotakis
Специалист по работе с заказчиками	Marion Floch
Специалист по работе с заказчиками	Sacha Depouilly
Специалист по работе с заказчиками	Margaux Wanin
Executive Creative Director	Benjamin Marchal
Executive Creative Director	Faustin Claverie
Illustrator	Rod Hunt
Copywriter	Fabien Duval
Copywriter	Glen Troadec
Digital Art Director	Nicolas BarrÃ¨s
Art Director	Maude Muller
Assistant Digital Art Director	Nina Mosconi
Head of Social Media	Jacquelin Guillaume-Duverne
Head of Technology	Ivan Zindovic
Art Buyer	Isabelle Jaubert
Technical Project Manager	Glenn Pezier
Lead Frontend Developer	Sidney BourgallÃ©
Backend Developer	Maurice Nguyen
Advertiser Supervisor	Christian Andreo
Advertiser Supervisor	Nathalie Gautier
Advertiser Supervisor	Antoine Henry
Advertiser Supervisor	Charmaine Da Costa Soares
Advertiser Supervisor	AurÃ©lie Duval
Agency Account Management	Anne Vincent
Agency Account Management	VÃ©ronique Fourniotakis
Agency Account Management	Marion Floch
Agency Account Management	Sacha Depouilly
Agency Account Management	Margaux Wanin
Entrant Company	TBWA\PARIS
Idea Creation	TBWA\PARIS
Production	TBWA\DAN PARIS
Additional Company	BERNSTEIN & ANDRIULLI