VIVIENNE by Saatchi & Saatchi BrandsRock Johannesburg for CHABAD ADDICTION REHABILITATION CENTRE

VIVIENNE

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Industry Hospitals, Healthcare facilities & Medical Services
Media Promo & PR, Case study
Market South Africa
Agency Saatchi & Saatchi BrandsRock Johannesburg
Executive Creative Director Adam Wittert
Art Director Marais Janse Van Rensburg
Strategic Planner Zoe Katz
Editor Orr Koren
Released June 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: CHABAD ADDICTION REHABILITATION CENTRE
Product/Service: REHAB CENTRE
Agency: SAATCHI & SAATCHI SOUTH AFRICA
Date of First Appearance: Jun 1 2010
Entrant Company: SAATCHI & SAATCHI SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Entry URL: http://www.facebook.com/viviennethegirl
Executive Creative Director: Adam Wittert (Saatchi & Saatchi)
Art Director: Marais Janse van Rensburg (Saatchi & Saatchi)
Strategic Plammer: Matthew Rose (Saatchi & Saatchi)
Writer: Dhasagan Pillay (Saatchi & Saatchi)
Writer: Matthew Rose (Saatchi & Saatchi)
Interactive Connector: Scott Davies (Saatchi & Saatchi)
Strategic Planner: Zoe Katz (Saatchi & Saatchi)
Editor: Orr Koren (Saatchi & Saatchi)
Media placement: Facebook - Facebook - 1 June 2010

Insights, Strategy & the Idea
The brief: To build awareness around the launch of the Chabad Addiction Rehabilitation Centre (CARE) to gain support and clients through referrals without a budget.

Objectives: To raise awareness of the CARE centre amongst South Africans by 15% and enquiry rates of the centre’s programmes (both in-patient and information seekers) from 10-15 a month to 50 (300 – 400%).

Target Audience: Urban adolescents (14+) and adults in Jewish households with a monthly income of R15 000 or more.

Our unique insight: People hear horror stories about substance related abuse, but they don't really realise that it can affect them. So we needed to bring the message home by sticking a substance abuse problem slap bang in the middle of their own lives.

Creative Execution
Solution: Using a fictional Facebooker called Vivienne Stevenson, who had over 500 friends, we utilised Facebook's update function and open messaging system. For 3 months we followed Viviene's downward spiral into drug and alcohol addiction. Friends and family sent messages of shock and concern as her addiction grew worse. Only when she reached rock bottom did she seek help from the CARE centre.

A 3-month real-time documentary of her life created through video posts and commentary from fictional characters and Facebook friends. The interactive experience was so convincing that her ‘friends’ began to post messages of concern for her health. In addition to this, Vivienne also received more than 700 private messages from worried friends during the 3-month experiment.

Results and Effectiveness
Results: The campaign brought in a flood of interest into the CARE program. "In fact 30 to 40 people a day are either coming in to the centre for guidance or phoning the call line, or attending a lecture on the subject of abuse. So far hundreds of people have at least attended some kind of group and several thousand have finally started talking openly about substance abuse in the Jewish community and recognising it as a problem. The number of adolescents seeking information or help has outstripped CARE’s anticipated figures by 60%.