VIRTUAL SEXUALLY TRANSMITTED DISEASE by Duval Guillaume Modem Antwerp for MTV

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VIRTUAL SEXUALLY TRANSMITTED DISEASE

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Geoffrey Hantson
Copywriter Kristoff De Prins - Philippe Blondé - Robbie Cap
Photographer Pablo Vicente
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: MTV BELGIUM
Product/Service: STAYINGALIVE.ORG
Agency: DUVAL GUILLAUME
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: DUVAL GUILLAUME, Antwerp, BELGIUM
Creative Director: Geoffrey Hantson (Duval Guillaume/Antwerp)
Art Director: Kristoff De Prins (Duval Guillaume/Antwerp)
Copywriter: Philippe Blondé (Duval Guillaume/Antwerp)
Creative Director interactive: Lansen Walraet (Duval Guillaume, Antwerp)
Design: Jesse Vanden Broeck (Duval Guillaume, Antwerp)
Photographer: Pablo Vicente (Duval Guillaume, Antwerp)
Account Director: Jonathan Moerkens / Dimitri Mundorff (Duval Guillaume, Antwerp)
Media placement: Print - Print - 10 October 2009
Media placement: Facebook - Social Network - 10 October 2009

Describe the brief/objective of the direct campaign.
MTV has -as the biggest youth network in the world- an important role towards young boys and girls. Since 1998, MTV yearly launches a worldwide ‘Staying Alive campaign’. This is the world’s largest, youth focused, HIV and AIDS prevention campaign. A campaign that consists of documentaries, public service announcements, youth forums and web content productions for young audiences worldwide. To support the international campaign locally in Belgium MTV launched a campaign, which warned the youngsters about the dangers of unprotected sex with strangers.

Explain why the creative execution was relevant to the product or service.
You have to hit youngsters where you are most likely to find them, on facebook, accepting friend request...

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
First we created a magazine campaign to communicate this message. But on top of that we launched an online application on the most popular social network of 2009, Facebook. Instead of launching a standard application we spread a virtual Sexually Transmitted Disease (STD). Via two fake profiles we tried to infect as many people as possible in one night by sending them friend requests.

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.
Within hours, hundreds of people were infected because they accepted a request of a boy or girl they not even knew. This virtual STD spread so quickly on Facebook in one night that the network had to interfere. Apparently it’s not acceptable to share an STD with hundreds of people in one night. Via this surprising, but targeted and contemporary way MTV underlined their position as leading role model for young boys and girls.