Aides Case study Presidential Elections by TBWA Paris

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Presidential Elections

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Industry HIV/AIDS
Media Case study
Market France
Agency TBWA Paris
Executive Creative Director Remi Noel, Eric Holden
Account Supervisor Anne Vincent
Released April 2012

Awards

Prix de la Campagne Citoyenne, 2013
The Winners Associations caritatives & ONG, Santé publique Lauréat Or

Credits & Description

Category: Best Low Budget Campaign
Advertiser: AIDES
Product/Service: AIDES
Agency: TBWA\PARIS
Account Supervisor: Anne Vincent (TBWA\Paris)
Account Manager: Veronique Fourniotakis (TBWA\Paris)
Creative Director/Art Director: Marion Floch (TBWA\Paris)
: Teddy Notari (TBWA\Paris)
Executive Creative Director: Eric Holden (TBWA\Paris)
Executive Creative Director: Remi Noel (TBWA\Paris)
Art Director/Copywriter: Ingrid Varetz (TBWA\Paris)
Assistant Art Director: Alexandra Chapuis (TBWA\Paris)
Art Buyer: Barbara Chevalier (TBWA\Paris)
Art Buyer: Alexis Antigny (TBWA\Paris)
Media placement: LEAFLETS - STREET, MEETINGS - 12/04/12

Describe the brief/objective of the direct campaign.
Solutions exist to put an end to the AIDS epidemic but the topic is completely absent from the French presidential debates.
It was necessary to remind candidates that the future president will have an unbelievable power: bringing an end to one of the biggest pandemics in history.

But how can one get heard with limited means in an extremely cluttered media environment?

The strategy consisted of using the presidential campaign as a sound box to attract the attention of the candidates and public opinion, thus bringing visibility and notoriety to AIDES Association’s struggle in bringing an end to the disease.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The objective was to mobilise the big media channels but also to directly reach the presidential candidates so as to force them to commit to talking about the topic in the debate and including AIDES Association’s measures for the end of the epidemic in their program.

The idea of the campaign is to set a picture of the candidates next to that of a condom to compare the efficiency of each one in battling the AIDS epidemic: 'Here are two ways to stop Aids. One has proven itself; the other one will have to in 2012.'

Explain why the creative execution was relevant to the product or service.
To emerge in a very cluttered media context, we sought to be present on all fronts, activating the main touch points of a presidential campaign: the media and the militants.

1:The Media
To launch the campaign, press releases were sent to the big media channels. They were accompanied with a toolkit that reflected the principle of the print, containing a condom next to the picture of each candidate and the AIDES Association programme to bring an end to the AIDS epidemic.

2:In the field
Pamphlets and posters were given to the militants so as to occupy the field. All the big political meetings were covered.

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.
With the voluntary participation of everyone, limited production means (under €5,000 for production) and without any media investment, the campaign touched an audience of 20m for a €900,000 media value. Tens of broadcasting media, hundreds of blogs and influential websites relayed the campaign in a very positive way.

In the end, the bet was won: the media offered national coverage to the topic of the end of the AIDS epidemic, the candidates had to express themselves on a topic that they had thus far ignored, and made it a proprietary topic: Hollande, Joly and Mélenchon committed themselves on very concrete measures.