Aides Promo SEXY FINGERS J. Walter Thompson Paris

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Sector HIV/AIDS (en)
Media Promo / PR
Mercado Francia
Agencia J. Walter Thompson Paris
Executive Creative Director Ghislain De Villoutreys Et Olivier Courtemanche
Art Director Elodie Matyjasik
Illustrator Jean-Michel Tixier
Publicado julio 2011

Creditos y descripciones

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: AIDES
Product/Service: RAPID HIV TESTING
Agency: JWT
Executive Creative Director: Ghislain de Villoutreys (JWT Paris)
Art Director: Elodie Matyjasik (JWT Paris)
TV Production: Charlotte Saint-Paul (JWT Paris)
Illustrator: Jean-Michel Tixier
Music: Flairs
Production: - (Frenzy Paris)
Website Development: - (Anonymous)
Account Director: Michael Bernier (JWT Paris)
Sound: - (Schmooze)
Media placement: Android App - Android - 19 July 2011
Media placement: Website - Internet - 19 July 2011
Media placement: Youtube - Video - 19 July 2011
Media placement: Dailymotion - Video - 19 July 2011

Describe the objective of the promotion.
1 in 4 people infected with HIV doesn't know it, and 50% of transmissions come from people who are most infectious to others immediately after they've been infected, medical experts say.
Rapid HIV testing differs from conventional HIV testing in that it allows:
- results of the test to be ready in 5 to 30 minutes
- HIV testing, counselling, and referrals can be done in 1 visit by AIDES activists
How to promote the new HIV rapid testing, and encourage people to get tested?

Describe how the promotion developed from concept to implementation.
AIDES wanted the campaign to erase the scary side of HIV testing. It was to be fun, and invite people to get the information about the new HIV rapid testing, in order to get tested.
The idea: You can play many games with your finger, but now with it you can also pass the AIDS fast detection test!
Around an android app where you can play xylo-balls, nipple synth, make noise with your sexy finger... we built a website where you can play just like on the Android app, and find all the information about HIV rapid testing. All promoted by a music video.

Explain why the method of promotion was most relevant to the product or service.
For AIDES, to get tested must become a gesture as familiar and convivial as talking about sex between friends or buying food. Rapid testing is ideal for all those which are directly concerned with the epidemic and find the current testing unsuited for them: young adults, gays, sex pros, et al.
So we launched the campaign with a funny and sexy video, where we could easily touch our target, promoting the android app and the website!
From the website, personalised tweets like ‘Used my Sexy Finger to make a throbbing anus beat’ was also a big hit...

Describe the success of the promotion with both client and consumer including some quantifiable results.
- News of the new detection test in all the big French medias
- Sexy Fingers on more than 200 blogs worldwide
- More than 30,000 downloads of the app
- More than 500,000 unique visitors on the website, from 198 different countries
- Almost 700,000 views on YouTube, and more than 1m on all videos platforms together (YouTube, Dailymotion, Vimeo...)
- + 300% fast detection tests in France, in 6 months
All for a media budget of €0.