FUNDACION REINA SOFIA Promo, Case study BANK OF MEMORIES by Contrapunto BBDO Madrid, QSM

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Spain
Agency Contrapunto BBDO Madrid
Art Director Eva Janire
Agency QSM
Editor Marta P. Antelo
Released May 2011


Caples Awards 2012
Campaigns Integrated campaign Bronze

Credits & Description

Category: Charity and Not for Profit
Agency: QSM
Creative Executive Director: Felix Del Valle (Contrapunto BBDO)
Creative Executive Director: Carlos Jorge (Contrapunto BBDO)
Account Manager: Patricia Miguel (Contrapunto BBDO)
Copywritter: Xisela López (Contrapunto BBDO)
Art Director: Eva Janire (Contrapunto BBDO)
Head Of Production: Gema Crespo (Contrapunto BBDO)
Head Of Graphic Production: Javier Lujan (Contrapunto BBDO)
Editor: Marta P. Antelo (Contrapunto BBDO)
Media placement: TV NEWS - TVE (Television) - 16/05/11
Media placement: TV NEWS - TELE 5 (Television) - 16/05/11
Media placement: TV NEWS - LA SEXTA (Television) - 16/05/11
Media placement: TV NEWS - CUATRO (Television) - 16/05/11
Media placement: TV NEWS - ONDA CERO (Radio) - 16/05/11
Media placement: TV NEWS - ANTENA 3 TELEVISION - 17/05/11
Media placement: INTERVIEW - CADENA SER (Radio) - 21/05/11
Media placement: INTERVIEW - PUNTO RADIO - 24/05/11
Media placement: STORY COVERAGE - TVE (Television) - 31/05/11
Media placement: STORY COVERAGE - TVE (Television) - 21/09/11

Summary of the Campaign
Bank of Memories is a place created to safeguard thousands of real memories
from around the world.
This initiative was created to make the population aware of the importance of
continued research into Alzheimer’s Disease, for which a great deal is yet to be
achieved, and continued financial cooperation to help undertake the research
projects currently underway and future projects.
Alarming data such as this: “over 100 million people could lose their memory
before 2050 if research into a cure for Alzheimer’s does not advance” has
impelled a significant number of people, along with public organisations,
associations, foundations and private companies, etc. to embark on and
complete this project for completely altruistic purposes.

You have two possibilities in the bank of memories:
You can enter and DONATE your memory. A memory you don’t want to forget.
You can do this by written text and can also include a photograph or a video, or
both. DONATING is free of charge.
When your memory is included, we’ll ask for your e-mail so that we can send
you a link to access it and resend it to whoever you want.
You can also publish your donated memory on your Facebook or Twitter wall
and tag the friends you want to share it with.
The other option is to SPONSOR a memory. You can sponsor a random
memory by browsing through the different drawers of the Bank or you can
search for a specific memory using the site search engine.
Sponsoring a memory involves a financial contribution that will go entirely
towards research into Alzheimer’s Disease.

The Situation
Over 100m people could lose their memories before 2050 if Alzheimer’s research does not advance.

The Goal
To make society aware of what suffering from this disease means, we needed an idea that would become a symbol of the struggle against Alzheimer’s.

The Strategy
We created the first Bank of memories.
A different bank, where everyone can save into a drawer those memories you would never imagine you could lose.

With the support of her majesty the Queen Sofía, we achieved for the first time in Spain, a historic collaboration agreement signed by the main mass media groups.

TV presenters, actors, models, athletes saved their memory.

Coca Cola made a spot in order to save it in the Bank, and Google creators saved the photo of the garage where they first started.

Many politicians arranged public events where they saved their memories. Even a small town decided to save their collective memories.

What started as a campaign, evolved into a useful tool in old people’s homes.

Documented Results
We achieved 340 mass media appearances.
Radio: 32
Digital and traditional press: 250

More than 100,000 campaign references in Google
More than 750,000 website visits
And 93% population coverage

And what’s even more important, the Bank currently has more than 35,500 memories.