Aides DM, Case study Expulsions by TBWA Paris

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Industry Public awareness
Media Direct marketing, Case study
Market France
Agency TBWA Paris
Executive Creative Director Remi Noel, Eric Holden
Creative Director Jean-Francois Goize
Art Director Matthieu Darrasse
Copywriter Alban Gallee
Account Supervisor Anne Vincent, Veronique Fourniotakis
Released June 2012

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: AIDES
Product/Service: AIDES
Executive Creative Director: Eric Holden (TBWA\Paris)
Executive Creative Director: Remi Noel (TBWA\Paris)
Creative Director: Jean-Francois Goize (TBWA\Paris)
Copywriter: Alban Gallee (TBWA\Paris)
Art Director: Matthieu Darrasse (TBWA\Paris)
Account Supervisor: Anne Vincent (TBWA\Paris)
Account Supervisor: Véronique Fourniotakis (TBWA\Paris)
Account Manager: Marion Floch (TBWA\Paris)
Account Manager: Teddy Notari (TBWA\Paris)
Media placement: Press Campaign - DIRECT MATIN - 24/04/2012

Describe the brief/objective of the direct campaign.
The objective of this campaign is to open the debate on a 2011 French law enabling deportation of seriously ill foreigners. And for most of the ill people concerned, no access to healthcare is guaranteed in their country of origin. Sending them back home is like sending them to a certain death.

The association AIDES is fighting for the repeal of this law, taking advantage of the presidential campaign context to get politicians to take a stance on the topic.

The campaign is there to support AIDES association’s fight.

The campaign’s goal is to raise awareness but also to call politicians out on the disgracefulness of this law and the urgent need to repeal it.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
As shocking as it is, this law is unknown to the majority of the French. Showing its direct consequences enables us to make this reality very concrete, to raise awareness among the public thus provoking their indignation and therefore weighing on politicians.

Explain why the creative execution was relevant to the product or service.
The print advertisement shows the face of an ill foreigner. The reader is invited to fold the advertisement by following the dotted lines… Once the folding is done, he/she will have built an airplane. In this way, the reader discovers what fate is kept in store for this foreigner by the new law: deportation.

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.
The campaign was launched on April 20th, which is also the deadline for the deposit of the Cannes entry form. At this stage, there are no results, only objectives:
-The campaign was launched in parallel with the publication of the first official report regarding the ill foreigners’ deportation issues.
-Web and TV broadcasting are planned for the launch in order to support the publication of this report, to underline the situation in France and to raise awareness in this political context.
-The campaign will also be addressed to future congressmen during the General Election in June
-Participation in journalistic broadcasting is also planned during this period.