GAMEMORY by McCann Madrid for Afal/ National Alzheimer Organization

GAMEMORY

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Spain
Agency McCann Madrid
Copywriter Pedro Rego
Released April 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: AFAL
Product/Service: CHARITY
Agency: McCANN ERICKSON
Date of First Appearance: Apr 1 2011
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Entry URL: http://www.interachtung.com/afal
Chief creative officer: Leandro Raposo (Mccann Erickson)
Executive creative director: Monica Moro / Pablo Colonnese (Mccann Erickson)
Creative director: Pedro Rego / Victor Gomez (Mccann Erickson)
Copywriter: Pedro Rego (Mccann Erickson)
Art director: Victor Gomez / Fernando Garcia/Enrique Moreno (Mccann Erickson)
Account team: Angeles Porcel / Rosa Santamaria (Mccann Erickson)
Technical Director: Enrique Moreno (Mccann Erickson)
Programmers: Fernando Garcia / Diego Garcia (Mccann Erickson)
Media placement: Internet - Facebook - 1 April 2011

Insights, Strategy & the Idea
Briefing: To secure support for the Association on its Facebook and on its website as a vehicle for contacting not only Alzheimer’s sufferers and their relatives but all kinds of people, especially youngsters, who might cooperate actively with the Association as volunteers or through donations.

Creative Execution
Using a game for Facebook called “Gamemory” as bait, we generated the illusion that photos, comments, buddies…, on their Facebook profiles, were vanishing, simulating the loss of memories suffered by Alzheimer’s patients.

In this way, we aimed to raise awareness that the disease, which may seem far removed from us today, will eventually affect nearly 20% of the people you know (e.g. your friends on Facebook) and, with this message, to create a direct response through the site that took users to the AFAL website or to join the Association’s Facebook.

Results and Effectiveness
From the launch of the Gamemory campaign in January 2011 until April when it ended, we got nearly 90% of the people who connected it to their Facebook and experienced the disappearance of their profiles to share Gamemory with their buddies on the social network. Nearly 60% of them also either became Association fans or contacted the Association via its website.