Thu, 17 Apr 2014 15:51:25 GMT
APREC - "Alliance Pour la Recherche en Cancérologie" ("Alliance for Cancer Research") - was founded in 1989 by Professor Victor IZRAEL and is a not-for-profit association under the French Law of 1901. Its aim is to promote and develop all forms of research against cancer, in partnership with major national and international research groups.
In 2013, APREC called upon Publicis Conseil to strengthen its profile in France and abroad, and to also raise funds in order to purchase a new research laboratory.
In the absence of any substantial media resources, the triple challenge that was set by APREC for Publicis Conseil could only be met by developing an original and innovative idea that would be a world first.
The Publicis Conseil teams quickly became convinced that the key to the success of this campaign was to be found in the charity's sponsor: Kylie Minogue.
However, in order to convince Kylie Minogue to take part in this campaign, Publicis wanted to give her a really central role, rather than the merely passive role of a sponsor.
The Publicis Conseil teams were naturally inclined towards developing an idea around the theme of music, but what could they do to create a charitable campaign that would be different to those traditionally associated with this field?
It was from this need to be different and the desire to create a unique experience that the idea of the campaign ONE NOTE AGAINST CANCER arose.
The "One Note Against Cancer" campaign is unique, because this will be the first time in the world that each note of a song will be an appeal for donations through a fund-raising auction. This song, "Crystallize", was especially written by Kylie Minogue for this charitable campaign.
From this week, Internet users will be able to visit the website where, through a fun-filled experience and an innovative web interface, they will be able to watch the video of the song "Crystallize". They will then be able to choose their note, put in a bid for one of the 4408 notes in the song, and then follow how their bids are doing whilst at the same time see the names of all the people who have won a bid.
The auctions will last for 10 days on eBay, at the end of which the 4408 winning bidders will receive:
- the song "Crystallize" by Kylie Minogue, as a world preview
- their name included in the credits of the song's video
- and, finally, an ownership certificate for their note
In order to implement this charitable campaign through an online auction on an exceptional scale, we have partnered with eBay, the leading player in this field. The eBay teams became strongly involved in this project, and made it technically feasible within a very short space of time. eBay is supporting Publicis Conseil and APREC in this project and will broadcast the campaign in France and abroad.
Following this phase of collecting donations through auctions, and once all of the winning bidders have received their prizes, the second phase of the campaign will be launched, whereby the song "Crystallize" will be on sale and all of the profits generated donated to APREC.
In order to organise the charitable distribution of this song on an international level, Publicis Conseil was able to rely on the support of Kylie Minogue, her management team at ROC NATION, and her co-composers, Devonte Hynes and Scott Hofman, plus all the publishers, Domino, Babydaddy Songs and Mushroom and, finally, the production company, Warner Music.
In the absence of any media budget, we have opted for a strategy that is based 100% on social networks.
In this regard, and with Kylie Minogue’s approval, we will rely on her own media power to promote the campaign:
- over 2.6 million fans on Facebook
- over 2 million followers on Twitter
- over 400,000 followers on Instagram
To make this event more viral and increase the buzz surrounding it, Kylie Minogue fans will be involved on a daily basis, and surprise contributions by Kylie Minogue will be planned throughout the whole duration of theview more - Creative
Genres: Music performance
Categories: Charity, Corporate, Social and PSAsPublicis Conseil, Thu, 17 Apr 2014 15:51:25 GMT