Save Our Sons & Duchenne Foundation Case study THE MOST POWERFUL ARM EVER INVENTED by REACTIVE Melbourne

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THE MOST POWERFUL ARM EVER INVENTED

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Industry Public awareness
Media Case study
Market Australia
Agency REACTIVE Melbourne
Director Alyssa Mcclelland
Executive Creative Director Steve Coll
Creative Director Tim Buesing
Art Director Gabriel Tamborini, Nicole Hetherington
Copywriter Simon Fowler
Producer Sophie Thiellon
Released May 2013

Awards

Cannes Lions 2013
PR Lions Sectors & Services; Charity and Not for Profit Silver
Cyber Lions Craft; Best Use of Technology Bronze
PR Lions Technique; Best Use of Digital PR Bronze

Credits & Description

Type of entry: Craft
Category: Best Use of Technology
Advertiser: SAVE OUR SONS
Product/Service: AWARENESS AND DONATION DRIVE
Agency: REACTIVE Melbourne, AUSTRALIA
Creative Director: Tim Buesing (Reactive)
Art Director: Gabriel Tamborini (Reactive)
Senior Projekt Manager: Hiedi Clague (Reactive)
Senior Developer: Sudeep Shakya (Reactive)
Front End Developer: Luke Andersen (Reactive)
Search Account Director: Ophenia Liang (Reseo)
Chief Search Engineer: Chris Thomas (Reseo)
Joint Managing Director: Tim O'neill (Reactive)
Director Of Applied Technology And Innovation: Emad Tahtouh (Finch)
Producer: Sophie Thiellon (Finch)
Executive Producer: Rob Galluzzo (Finch)
Director: Alyssa Mcclelland (Finch)
Executive Creative Director: Steve Coll (Havas Worldwide)
Art Director: Nicole Hetherington (Havas Worldwide)
Copywriter: Simon Fowler (Havas Worldwide)
Account Director: Marissa Davies (Havas Worldwide)
Associate Director: Rachel White (Red Agency)
Account Manager: Jennifer Mcdermott (Red Agency)
Brief Explanation
Problem:
Sufferers of fatal muscle disease Duchenne Muscular Dystrophy (DMD) needed awareness and government funds for clinical research.
Solution:
Our innovative campaign fused on- and offline, offering Australians to use the world's first Facebook-activated, petition-signing robot arm. To make the arm more powerful, the handwriting is that of DMD sufferer Jacob, a teen who is now so weak he can no longer lift a pen.
Results:
In 4 weeks the arm wrote over 22,500 signatures. The website achieved over 55,000 views and a conversion rate of 52%. The campaign made international headlines on TV and online.
URL: http://www.themostpowerfularm.com/