Chat Yourself by Y&R Milan for Italia Longeva

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Chat Yourself

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Industry Public awareness
Media Digital, Interactive & Mobile
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)
Outcome:
+ 30% search on google on the topic + 23% related searches (amplified information on the related field)
Strategy:
We combine the data insert with the facebook connect to give back the information about their life to Alzheimer’sufferers. And we developed the chatbot with also the data and the support of the Italia Longeva (created by the Ministry of health) and specialized psycologists, to trained it to answer every possible patient’s need. For the first time is the user that asks for being the target.
Campaign Description:
The only one who can exactly know the data of a patient is himself or is life diary, like his facebook profile. Chat Yourself is a chatbot which collects the entire life of an Alzheimer’s sufferer and gives back vital information 24h a day, even gathering data from facebook. For the first time is the patient that helps himself to remember, simply by chatting to himself.
Media Strategy:
We asked users their data and the permission to gather a part of it from facebook: their life diary. And than we simply gaved them back when they forgot something or in any occasion they needed them.
Brief with projected outcomes:
In Italy there is a strong restriction on treatment personal data of patient and on medical services communication.
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.
Relevancy:
Chat Yourself is a game changing chat that uses data in a creative way. For the first time you don’t chat with other people but with yourself. Chat Yourself is a chatbot that offers a real time help to Alzheimer’s sufferers, making them remember their life and datas, simply by using a chat that gives back vital information. And we have based it on facebook: the life diary that everyone has in their pocket.
Audience:
Alzheimer’s sufferers and their families.