HEARTBEATS by Serviceplan Munich for The Global Fund to Fight AIDS, Tuberculosis and Malaria

HEARTBEATS

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Munich
Executive Creative Director Matthias Harbeck
Creative Director Oliver Palmer
Art Director Felipe Cury, Franz Röppischer
Copywriter Lorenz Langgartner, Augusto Moreno Dos Anjos
Account Supervisor Stefan Schütte, Alexander Wieland, Marc Dalkolmo, Jeanette Rößler, Eva-Maria Müller, Anna Sadiku, Florian Gmeinwieser, Marloes Mercedes Maas, Steffen Knoblich
Released March 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: THE GLOBAL FUND TO FIGHT AIDS, TUBERCULOSIS AND MALARIA
Product/Service: THE FIGHT AGAINST AIDS
Agency: SERVICEPLAN
Date of First Appearance: Mar 4 2011
Entrant Company: SERVICEPLAN, Munich, GERMANY
Entry URL: http://www.heartbeats-project.com
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Director: Oliver Palmer
Copywriter: Lorenz Langgartner/Augusto Moreno dos Anjos
Art Director: Felipe Cury/Franz Röppischer
Account Supervisor: Stefan Schütte/Alexander Wieland
Graphic Design: Fabian Halder
Programmer: Florian Gmeinwieser/Steffen Knoblich
Agency Producer: Simon Feichtl/Aisha Blackwell
Camera/Offline: Martin Bierbaum/Daniel Holl
3D/Special Effects: Radical Republic Brand & Media Design
Sound: Orange Sound Studios
Account Supervisor: Marloes Mercedes Maas, Florian Gmeinwieser, Steffen Knoblich
Account Supervisor: Marc Dalkolmo, Jeanette Rößler, Eva-Maria Müller, Anna Sadiku
Involved Company: Serviceplan Event
Media placement: Event, Mobile App, Online - Event, Mobile App, Online - 04.03.2011

Insights, Strategy & the Idea
For The Global Fund, we wanted to get young people involved personally in the fight against AIDS, raising donations as well as awareness for the cause.
Young people are normally hard to win for charity. They are bored by the way, traditional charity works.
To really get their attention, we needed to give them a relevant emotional benefit and involve them in the most personal way – something that expresses the emotional significance of donating while creating a positive feeling instead of guilty consciousness.
We did that, by giving young people the chance to get involved with charity in the most personal way: by donating their own heartbeats, turning them into music and visuals at a big event, and saving lives from AIDS at the same time.

Creative Execution
In German cities, we celebrated the HEARTBEATS charity parties, where famous music acts and visual artists performed live, remixing the heartbeats of the audience.
We promoted the events through online communities and posters with QR codes, which led to the website. Here, people downloaded the specially invented HEARTBEATS iPhone App – the key to our event. The HEARTBEATS App uses the iPhone camera and flashlight to detect tiny changes in the blood colour, thus the heartbeat. Using the App, people measured their own heartbeats and sent them to the artists on the stage, who turned them into live music and visuals. People could instantly post their donated heartbeats on Facebook. Through a link to the official donation page, we asked them to turn their heartbeats into new life by providing money for medical treatment.

Results and Effectiveness
At the first party only, 2,500 people had a great night, donating over 45,000 heartbeats to the fight against AIDS. From the entrance fee and individual online donations, we raised enough money to give 261 people with AIDS a new life by providing medical treatment for them.
Worldwide media coverage convinced the client to continue the promotion at an international level.