TAKE A LOOK AT CANCER by CP Comunicación Argentina for ARGENTINIAN ADVERTISING COUNCIL & SALES FOUNDATION

TAKE A LOOK AT CANCER

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Industry Against Cancer
Media Direct marketing
Market Argentina
Agency CP Comunicación Argentina
Art Director Pipa Lorenzut
Producer Alexis Abraca
Released July 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: ARGENTINIAN ADVERTISING COUNCIL & SALES FOUNDATION
Product/Service: CANCER AWARENESS
Agency: CP PROXIMITY
Date of First Appearance: Jul 23 2009 12:00AM
Entrant Company: CP PROXIMITY, Buenos Aires, ARGENTINA
Entry URL: http://www.estamosdefestival.com/Sales/board_en/
General Creative Director / Planner: Esteban Lorenzut (CP Proximity Argentina)
Copy: Leo Orsolini (CP Proximity Argentina)
Copy: Pipa Lorenzut (CP Proximity Argentina)
Designer / Digital art director: Lina Dominguez (CP Proximity Argentina)
Art Director: Pipa Lorenzut (CP Proximity Argentina)
Webmaster / Programmer: Darío Bazán (CP Proximity Argentina)
Account Executive: Laura Allende (CP Proximity Argentina)
Executive Director: Arturo Prins (Fundación Sales)
Producer: Alexis Abraca (Aji Flims)
PR Agency: Santiago Beti (Burson Marsteller)
Spots Director: Andrés Cedrón (Aji Flims)
Media Central: Roberto Hernández (Concept Media)
President: Jorge Gandolfo (Argentinian Advertising Council)
Media placement: TV - 3 Spots - Public + Paid Channel - 23 July 2009
Media placement: Site - Www.ladodelavida.org - 23 July 2009
Media placement: Outdoor - 3 Ads - CABA - 23 July 2009
Media placement: Print Ads - 3 Ads - Clarin. La Nacion & 24 Print Media - 23 July 2009
Media placement: Mailing - Tv Opinion Leaders - Opinion Leaders - 23 July 2009
Describe the brief/objective of the direct campaign.
Recent medical statistics show that today; 1 out of 2 cases can be cured. However, cancer is not an issue that people are willing to talk about. The challenge: make society talk about cancer without prejudices.We have to spread a hopefull message, overcome historical taboo, and encourage society interaction. Obviously, we can´t use the interactive fun style of an advergame or a viral video, according to the campaign´s subject. Obviously, the budget is lower than low.
Explain why the creative execution was relevant to the product or service.
It succeeded in encouraging people to talk about an issue that no one wants to talk about: cancer, and share their experiences. We succeeded in making the media donate much more ad space than everybody thought. It was the biggest campaign in the Argentinean Advertising Bureaus history. The biggest campaign in the Argentinean Advertising Bureaus history was made with the lowest budget ever
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
SOLUTIONTo focus on cancer, with realism and give the message in a reciprocal way. We contacted 3 sport personalities, cancer survivors that dared to share their moving stories and start the dialogue using 9 communication medias (TV, cinema, radio, magazines, newspapers, outdoor, banners, virals, etc.).A direct mailing and press kit was sent to opinion leaders, reaching an unexpected visibility (the campaign collected U$1,500,000 in spontaneous donated spaces)SITE: Users could watch testimonials and experience the 3 stories, interact by posting comments and share contents.E-MAILS: post-marketing messages to stimulate the relationship.SOCIAL MEDIA: the campaign made a buzz spreading hardworking on social media networks.
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.
Qualitative:- The effort had such a great impact in society that even a National Parliament member proclaimed it of national interest. -It was the most succesful campaign of Consejo Publicitario Argentino in 50 years!- Won 3 Amdia Awards 2009.Quantitative:Don´t compare them with a funny viral or things like that. Its really serious (and even traumatic) message content:Media: more than U$1.500.000 in media spaces. A 3,500,000 audience in massive media. Site: More than 45.000 visits from 43 countries.(More than 31.000 additional visits to www.sales.org)0800: 3000 telephone calls.Informative book: 5406 downloads/orders.