POKEN PROMO by PKP BBDO Vienna for Aids Hilfe

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POKEN PROMO

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Industry HIV/AIDS
Media Promo & PR, Case study
Market Austria
Agency PKP BBDO Vienna
Creative Director Erich Enzenberger
Released May 2009

Awards

Caples Awards 2010
Other Media Social Media Finalist

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: AIDS HILFE VIENNA
Product/Service: AIDS & HIV PREVENTION
Agency: PKP BBDO
Date of First Appearance: May 16 2009 12:00AM
Entrant Company: PKP BBDO, Vienna, AUSTRIA
Entry URL: http://www.361degrees.at/cannes_aidshilfe_poken_promotion/
Art Director/Concept: Robert Dassel (PKP BBDO Werbeagentur)
Copywriter/Concept: Christian Gosch (PKP BBDO Werbeagentur)
Digital Head: Vera Steinhaeuser (PKP BBDO Werbeagentur)
Creative Director: Erich Enzenberger (PKP BBDO Werbeagentur)
Programming: Andreas Potzmann (PKP BBDO Werbeagentur)
Consultant: Lukas Weigerstorfer (PKP BBDO Werbeagentur)
Graphic Designer: Ulrike Kössler (PKP BBDO Werbeagentur)
Consultant: Kathrin Bascha (PKP BBDO Werbeagentur)
Media placement: POKEN - LIFE BALL VIENNA - 16.05.2009

Results and Effectiveness
- Through the week after the Life Ball the AIDS Help Organisation received more than 550 incoming calls (55% recall) from surprised, excited and partly terrified recipients. - There was a wide (online) media coverage related to the action (web pages, blogs, Twitter messages, radio reports) - Page views on aids.at rose by 1250% - More than 2,500 branded Poken have been ordered on aids.at (which means a donation income of about €45,000) - As soon as we get the latest numbers of new-infections, we let you know. We hope they decreased.

Creative Execution
We decided to use Poken as our promotional tool. A Poken is a gadget which shares wireless contact information by the touch of two Poken devices. A simple touch shares all your profile information of every social network you‘re registered on. So we decided to use Poken as a promotional tool to make people aware that only the right protection preserves from catching a virus through unprotected contacts. We distributed 1,000 Poken among the guests and audience of the Life Ball. Promoters encouraged recipients to start exchanging contact info right away. When recipients plugged Poken into their computer at home, they didn’t see the contacts they expected but a terrifying message shown on their screen: Last night you had unprotected contact with a lot of people. You could easily have caught a virus then. Like more than 500 people do in Austria each year. Only a condom protects from HIV.

Insights, Strategy & the Idea
The brief was to create a modern, innovative and surprising AIDS awareness promotion right in the middle of our target group. At Europe's biggest AIDS Charity Event: The Life Ball in Vienna. The Life Ball is well known (opening acts/speeches by: Elton John, Liza Minelli, Sharon Stone, Vivienne Westwood, Jean Paul Gaultier, Bill Clinton, ...) for its wide mixture of homosexual and hedonism-oriented heterosexuals and its excessive sexual happenings throughout the evening. Throughout the night the party crowd tends to forget about the main intentions of the event: HIV and AIDS awareness. The perfect place for a surprising and partly shocking promotion like this one.