EMDA Israeli Alzheimer Association: The wrong movie by Acw Grey Tel-Aviv for EMDA

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EMDA Israeli Alzheimer Association: The wrong movie

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Industry Public awareness
Media Ambient, Case study
Market Israel
Agency Acw Grey Tel-Aviv
Creative Director Ziv Meiri
Art Director Carmit Ken-Dror
Copywriter Idan Levy
Editor Daniel Peretz Markish
Released February 2012

Awards

Eurobest 2012
Media Best Use of Screens Silver
Media Charities, Public Health & Safety & Public Awareness Messages Bronze

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: EMDA
Product/Service: ALZHEIMER'S DISEASE
Agency: ACW GREY
Chief Creative Officer: Tal Riven (Ace Grey Tel Aviv)
Creative Director: Ziv Meiri (Ace Grey Tel Aviv)
Copywriter: Idan Levy (Ace Grey Tel Aviv)
Art Director: Carmit Ken-Dror (Ace Grey Tel Aviv)
Account Executive: Galit Siman Tov (Ace Grey Tel Aviv)
Production: Hagai Ramti (Duvdevan)
Editor: Daniel Peretz Markish (Daniel Peretz Markish)
Narrator: Bobi Lex (Bobi Lex)
Post Prouduction: Snowball (Snowball)
Location: Avi Edri (Cinema City)
Chief Executive Officer: Ran Bar-On (Mediacom)
Original Music: Tomer Biran (Tomer Biran)
Media placement: Cinema - Cinema City Complex, Glilot - 22 Septmber 2011
Media placement: Cinema - Cinema City Complex, Glilot - 23 Septmber 2011
Media placement: Cinema - Cinema City Complex, Glilot - 24 Septmber 2011
Media placement: Cinema - Cinema City Complex, Glilot - 25 Septmber 2011
Media placement: Cinema - Cinema City Complex, Glilot - 26 Septmber 2011
Media placement: Cinema - Cinema City Complex, Glilot - 27 Septmber 2011
Media placement: Cinema - Cinema City Complex, Glilot - 28 Septmber 2011
Media placement: Cinema - Cinema City Complex, Glilot - 29 Septmber 2011

Describe the brief/objective of the direct campaign.
The Israeli association EMDA provides support to Alzheimer's patients and those with similar diseases. The awareness of the disease and the hardships it entails is very low. Our aim was to not let the International Alzheimer's Awareness Week in Israel just pass this year unnoticed, and to let it echo in the public mind and the media.

The main challenge we faced was how to cause in an effective way a large and diverse public to really understand the hardships the Alzheimer's disease entails and to increase awareness. All this with the minimal budget of a small association with limited resources.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to cause the public to experience and feel personally and only for a few moments the feeling of confusion and disorientation experienced by Alzheimer's patients.

For a whole week, we switched for the audience the beginning of the movie they were expecting to see with a different one.
Tens of thousands of visitors who came to the cinema that week thought they have confused the theatre halls and had entered the wrong screen. After a short while and much confusion, a slide appeared on the screen conveying the Israeli Alzheimer's Association's message.

Explain why the creative execution was relevant to the product or service.
In order to get the expected results, we searched for the perfect place where we can refer to a large audience and have the best conditions to be able to succeed in causing the feeling of confusion experienced by the Alzheimer's patients.

We chose a place where everything works according to a set routine, the weekly cinema outing. The power of the creative lay not only in the success that we managed to make the audience think that they got confused, but also that they themselves swept everyone else who had doubts if they were confused or not. In each and every screening, a full theatre hall went through the experience in an effective and amazing way.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Reactions were immediate. Tens of thousands of people who went through the experience were certain that they had got the theatre hall confused, some got up to leave, and some questioned the people around them, everyone was touched and experienced the feeling of frustration and confusion experienced by Alzheimer's patients and became ambassadors for the disease's awareness.

The activity received free TV, radio, print, internet and social media coverage to the value of 500,000 NIS and exposed further hundred thousands of people to the activity.
And most importantly: this year in Israel, the International Alzheimer's Awareness Week was not left unnoted by the public and the media and was certainly felt.