BEING HOMELESS by Publicis Conseil Paris for Samusocial

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BEING HOMELESS

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market France
Agency Publicis Conseil Paris
Art Director Quentin Schweitzer
Producer Jeremie Morichon
Released April 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: SAMU SOCIAL
Product/Service: HOMELESS CHARITY
Agency: PUBLICIS CONSEIL
Agency: PUBLICIS NET
Date of First Appearance: Apr 12 2010 12:00AM
Entrant Company: PUBLICIS CONSEIL, Paris, FRANCE
Entry URL: http://www.being-homeless.com/
Chief Creative Officer Publicis Conseil: Olivier Altmann (Publicis Conseil)
Creative Director & Project manager: Veronique Sels (Publicis Conseil)
Art Director: Quentin Schweitzer (Publicis Conseil)
Copywriters: Daniel Chandler - Veronique Sels (Publicis Conseil)
Chief Creative Officer Publicis Net: Pascal Nessim - Sebastien Vacherot (Publicis Net)
General Manager: Mathieu Van Hieu (Publicis Net)
Head of research & development: Laurent Berthelot (Publicis Net)
General Manager: Jean-Patrick Chiquiar (Publicis Conseil)
Account Executives: Emmanuelle Henry, Deborah Guarachi (Publicis Conseil)
Traffic manager: Caroline Cristofoli (Publicis Conseil)
TV Producers: Tim Rosenberg, Pierre Marcus (WAM)
Film Director: 4 homeless people
Producer: Jeremie Morichon (Marcassin)
Director of Photography: Sebastien Dubreucq (Marcassin)
Founding President: Xavier Emmanuelli (Samu Social de Paris)
General Secretary: Stefania Parigi (Samu Social de Paris)
Public Relations Manager: Valerie Cotton (Samu Social de Paris)
Public Relations Managers: Cecile Ruf, Violaine Cadinot (Publicis Conseil, Publicis Net)
Media placement: Website Launch - Www.danslapeaudunsansabri.com - 12 April 2010
Media placement: Web Banners - Yahoo!, Blogbang.com - 12 April 2010
Media placement: Web Banners - Www.aufeminin.com, Www.nouvelobs.fr - 19 April 2010
Media placement: Press Campaign - Métro, Le Parisien - 13 April 2010

Describe the brief/objective of the direct campaign.
The brief objective was to create awareness about the difficulties homeless people face getting off the street. It was also to drive support for the Samusocial who works tirelessly to help them succeed. Considering that most of the people still think that if a homeless person can’t get off the street it’s his fault, we wanted to reach a very large target, to change mentalities. Our strategy: make people live a totally unexpected experience of living in the street.

Explain why the creative execution was relevant to the product or service.
It was the first time ever people could see the world through the eyes of a homeless person and live his struggles to get food, to keep clean, to move around, to survive. Most of the visitors lived the experience once, wanted to leave, got the message and came back a few hours later to see what was happening to the homeless person. Considering that indifference toward homeless people is one of the biggest problems facing Samusocial, this was a fantastic response. The increase in donations was the second positive direct response.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a 24hr film, reconstructing an entire day in the life of a homeless person. The film director? The homeless people themselves, using glasses with an embedded camera. This way they enabled us to see life through their eyes, in real time. Banners, press inserts and stickers in the street invited people to www.being-homeless.com. The visitor was immediately immersed in the homeless person’s life, in real time. When the visitor wanted to leave, an error message appears: ‘sorry, it’s not that easy to escape the street’. The only way to escape was to click on the Samusocial logo. It was then possible to make a donation.

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.
At a time when the Samusocial were negotiating increased support from the government, the campaign resulted in: - a 50% increase in media attention -across TV, newspapers and blogs- - an increase of 12% in donations and - more than 100.000 people visited the site during the first week of the campaign, 72% of visitors returned to the site. On top, the Samusocial were able to successfully negotiate an increase of 10% in government funding. The campaign is still running.