Italia Longeva Digital, Case study Chat Yourself [image] by Y&R Milan

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Chat Yourself [image]

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Industry Public awareness
Media Digital, Interactive & Mobile, Case study
Market Italy
Agency Y&R Milan
Chief Creative Officer Vicky Gitto
Creative Director Flavio Fabbri
Art Director Alessandro Patscot
Copywriter Sara Bottani
Production The Bigmama
Director Federico Cambria
Released October 2016

Awards

Cannes Lions 2017
Mobile Technology: Data / Insight Gold Lion
Mobile Apps : Apps as a Product / Service Silver Lion
Mobile Campaign: Messaging Campaign Bronze Lion
Mobile Social : Targeted Communication Bronze Lion

Credits & Description

Title: Chat Yourself
Agency: Y&R Italia
Brand: Italia Longeva - Italian Network Dedicated To Aging, Created By The Ministry Of
Country: Italy
Entrant Company: Y&R Italia, Milan
Advertising Agency: Y&R Italia, Milan
Pr Agency: Burson-Marsteller, Milan
Production Company: Nextopera, Bari / Sedici:9, Milan / The Bigmama, Milan
Chief Creative Officer: Vicky Gitto (Y&R Italia)
Creative Director: Flavio Fabbri (Y&R Italia)
Copywriter: Sara Bottani (Y&R Group)
D.O.P: Alessandro Dominici (Movie Magic International)
Art Director: Alessandro Patscot (Y&R Italia)
Pr Account: Alessandro Ghioni (Burson Marsteller Italia)
Project Manager: Caterina Erba (Y&R Italia)
Director: Federico Cambria (The Bigmama)
Executive Producer: Valentina Fronzoni (The Bigmama)
Art Buyer: Alessio Sorrisi (Y&R Italia)
Synopsis:
There are 9.9 million new cases of Alzheimer's each year. Having Alzheimer's means to lose, day by day, the control of your life. Alzheimer’s progressively leaves the patient out from the world and from loved people, because of its amnesia that confuses and scares the Alzheimer’s sufferer pushing him to become more and more self-contained. Italia Longeva, the national research network on aging and active longevity, created by the Ministry of Health, wanted to do something to improve the quality of life of Alzheimer's patients as much as possible. A constant and proactive help, especially in the early stages of the disease, in which the person can still maintain a strong contact with all the major dimensions of life.
Execution:
Use Chat yourself is very simple: just go on Chat Yourself facebook fan page, open the chat from the page, insert your data and start chatting to yourself. We’ve based it on facebook to make simplier a part of data insert, in fact the chatbot can takes some datas from personal’s profiles. And we thought mobile because everyone has a smartphone today and it is an helpfull device for a constant help, everywhere and in every moment. We started to work on Chat Yourself on 14Th November 2016, and we launched it on 28/04/2017. We created the Italian chatbot fan page on facebook: people’s life diary. And after few weeks we created also the international one. Chat yourself is at the moment available in Italian and in English.
Outcome:
100% positive sentiment, Topic trend at the launch in related field. 10x engagement rate VS average medical topics engagement rate. Complete coverage in Google search first page the day of the launch. Generalists, health, tech magazines talked about it. First characteristic associable to the tool was credible and actionable. Over 15000 people reached and over 30000 impressions in less than 24 hours without any ADV sponsoring.10.000 video views in the first few hours organic. 8% page engagement during the launch day. 7x Amplification rate on related field.
Campaign Description:
Chat Yourself helps you remember by chatting to yourself. We created a chatbot messenger which collects the entire life of Alzheimer’s sufferers and gives them back vital information 24H a day. We’ve based it on facebook: the life diary that everyone has in their pocket. As well as smartphones are. Thanks to artificial intelligence, the chatbot can understand and chat with sufferers without asking them to learn specific sentences or commands. And with push notifications Chat Yourself helps even without any requests or interaction. We trained the chatbot to answer any possible needs, in real time and everywhere. To ask for help, sufferers just need to take their smartphones. Chat Yourself improves the lifestyle of Alzheimer’s sufferers and gives back independence to them and their families. Turning the common use of chat on mobile, we turned Alzheimer’s sufferers behaviour.
Strategy:
We trained the Chatbot with: the data and the constant support of the Ministry of Health, Italia Longeva and specialized psycologists. When Alzheimer’s hits people, they progressively forget everything about their life, and nobody knows their life better than themselves. We developed a chatbot easy to be used by Alzheimer’s sufferer’s and their families. And we thought to based it on facebook: the life diary that everyone has in their pocket. As well as smartphones. We used the chat technology in a revolutionary way: not as it has been done till today, by connecting people with other people, but re-connecting Alzheimer’s sufferers with theirselves and their own lives, everyday.