THE DISEASE JOURNEY by Lowe Pirella Milan for CCSVI

Adsarchive » Promo , Case study » CCSVI » THE DISEASE JOURNEY

THE DISEASE JOURNEY

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Italy
Agency Lowe Pirella Milan
Creative Director Luca Albanese, Francesco Taddeucci
Art Director Angela Marino
Copywriter Marco Diotallevi
Released April 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: CCSVI NELLA SCLEROSI MULTIPLA ONLUS
Product/Service: MULTIPLE SCLEROSIS CHARITY
Agency: LOWE PIRELLA FRONZONI
Date of First Appearance: Apr 27 2011
Entrant Company: LOWE PIRELLA FRONZONI, Milan, ITALY
Entry URL: www.this-is-the-story-of-a-woman.com
Creative Director Interactive/Copywriter: Laura Sordi (Lowe Pirella Fronzoni)
Copywriter: Marco Diotallevi (Lowe Pirella Fronzoni)
Art Director: Angela Marino (Lowe Pirella Fronzoni)
Creative Director: Francesco Taddeucci (Lowe Pirella Fronzoni)
Creative Director: Luca Albanese (Lowe Pirella Fronzoni)
Net Artist: Francesco Pandolfi
Accounts: Florine Terdjman (Lowe Pirella Fronzoni)
New Media Strategist: Valerio Rufo (Lowe Pirella Fronzoni)
Senior Web Developer: Daniela Conti (Lowe Pirella Fronzoni)
Media placement: WEBSITE - WEB - 27/04/2011

Insights, Strategy & the Idea
Leading users through the consuming journey of a multiple sclerosis
patient to raise 1 million Euros in favour of research on a new treatment - all with no budget.
This is THE DISEASE JOURNEY’s goal, a digital operation developed for CCSVI Per La Sclerosi Multipla Onlus, using a low budget and a never used before medium of communication: the URL field, an idea focusing on the imaginative power of word, which has created brand activation, triggered digital PR and increased donations considerably. An absolutely new experience in the cyber world of social communication, able to raise awareness and start activation.

Creative Execution

This is not a famous brand and we needed a simple and very incisive idea, able to emotionally involve every user and above all, able to communicate the feeling of a multiple sclerosis patient. Having no budget, we also needed a very low cost solution, strong enough to make the users experience the insight, but also able to become viral and to generate word of mouth. The originality is in the idea we found: we decided to use the URL field, the most appropriate medium to make the users experience the disease journey, jumping from a place to another, just like the a patient had to do, before discovering the CCSVI problem and the opportunity to be cured, a very innovative experience in the cyber and charity communication where media and insight are perfectly integrated.

Results and Effectiveness
The campaign was launched on April 27th.