Başlık | #Sharethelove |
Haftanın | TBWA\PARIS |
Kampanya | #Sharethelove |
Reklamcı | Aides |
Marka | Aides |
Posted | Temmuz 2018 |
Sektör | Disease Awareness, Support Groups & Associations |
hikaye | 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. |
Medya Türü | İnteraktif |
Süre | |
Yaratıcı Yönetmen | Benjamin Marchal |
Yaratıcı Yönetmen | Faustin Claverie |
İlustratör | Rod Hunt |
Reklam Yazarı | Fabien Duval |
Reklam Yazarı | Glen Troadec |
Digital Art Director | Nicolas Barrès |
Sanat Yönetmeni | Maude Muller |
Art Director Assistant | Nina Mosconi |
Head of Social Media | Jacquelin Guillaume-Duverne |
Dijital Yönetmen | Ivan Zindovic |
Sanat İşleri Satın Alma Sorumlusu | Isabelle JAUBERT |
Proje Sorumlusu | Glenn Pezier |
Backend Developer | Maurice Nguyen |
Reklam Sorumlusu | Christian Andréo |
Advertiser Supervisor | Nathalie Gautier |
Reklam Sorumlusu | Antoine Henry |
Reklam Sorumlusu | Charmaine Da Costa Soares |
Reklam Sorumlusu | Aurélie Duval |
Müşteri Temsilcisi | Anne Vincent |
Müşteri Temsilcisi | Véronique Fourniotakis |
Müşteri Temsilcisi | Marion Floch |
Müşteri Temsilcisi | Sacha Depouilly |
Müşteri Temsilcisi | 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 Barrès |
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 Bourgallé |
Backend Developer | Maurice Nguyen |
Advertiser Supervisor | Christian Andreo |
Advertiser Supervisor | Nathalie Gautier |
Advertiser Supervisor | Antoine Henry |
Advertiser Supervisor | Charmaine Da Costa Soares |
Advertiser Supervisor | Aurélie Duval |
Agency Account Management | Anne Vincent |
Agency Account Management | Véronique 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 |