Nicolas Barrès
Creative lead at TBWA Paris - DAN Paris
Paris, Francia
Título#Sharethelove
Agencia
Campaña #Sharethelove
Anunciante Aides
Marca Aides
PostedJunio 2018
Sector Empresarial Asociaciones de información y de la lucha contra la enfermedad
Sinopsis Synopsis
Aids virus remains a major problem in our society. Yet, the virus is being more and more ignored. It doesn’t kill as much as it used to, so our society considers it as less urgent. As a result, with a lack of prevention, people starts to ignore it and exposes themselves to huge risks.
In France, there have been more than 6 000 new contaminations in 2016. 6 000 people whom life has took a definitive turn: medication for life, society exclusion, fear to transmit to others ….
Also, statistics reveal that more than 25 000 French people carry the virus without knowing it. It’s a ticking bomb …
Those datas confirm that AIDES' action is more relevant than ever.
It was urgent to find a way to impact people and to get them out of their denial on the virus.
Strategy
Our society is getting through a revolution: Online dating
In France, a quarter of the population subscribed dating app. And 60% of those people admit using those app just for one-night relationships.
A deep change in sexual relationships. Meeting and sharing with one and another has never been so easy. Barriers are getting down, we are living in an era of easy and free sex.
As people are all on their mobile looking for a new partner AIDES launched a Twitter activation that plays on this new behavior: The viral campaign #ShareTheLove.
This activation got people through the same steps as dating: experience of fun, share, and the after step: The moment you realize you may have exposed yourself to the virus.
This activation helped people process it and get full awareness of the risk and importance of protection.
Outcome
• By the end of the activation, the campaign earned 15M impressions on Twitter with 0€ media investment.
• Celebrities accounts have never been this active. Retweets increased by an average of 4000% compared to usual content.
• The campaign reached more than 4500 tweets on #ShareTheLove and hacked more than 4500 twitter’s accounts.
• After the reveal, people spent an average time of 5 Minutes on the sharethelove.city website.
The Viral campaign #ShareTheLove helped people to get into the right open-mindedness to hear and understand the message. With 0€ media investment, AIDES reached and impact a massive part of the exposed population. It delivered an impactful message about Aids risks and the importance of protection even more for online dating.
Execution
The campaign #ShareTheLove was launched on twitter on the 17th of April
We’ve selected French celebrities and influencers that are not the one that you expect to post this kind of content
Roselyne Bachelot, Former Health Minister
Cristina Cordula, Fashion TV speaker
Sebastien Folin, Weatherman
Brigitte, music band
Océane Rosemarie, filmmaker
Yassine Belattar, radio journalist
Etc ….
This selection allowed us to create a shift between the sexy and funny content, and the profiles of celebrities. Followers got engaged and retweeted the post. Others thought accounts had been hacked. All those conditions kickstarted a viral trend on the platform.
By the end of the day, AIDES revealed the identity of Henry Ian Vernon and the message of the operation. Celebrities and followers retweeted the message and shared their surprise.
On the 18th we launch a massive PR communication to reach all the people that didn’t got exposed to the operation.
Campaign Description
The viral campaign #sharethelove is a misleading content that create engagement: The more people share the campaign, the more the revelation gets powerful.
Celebrities posted pictures of a couple having sex with a hashtag #sharethelove. Those celebrities are not ones that use to post this kind of content, like a former health minister.
But when people retweeted the picture, the picture started to evolve and got bigger.
A man called “Henry Ian Vernon ” posted other extracts of the picture with new sex scenes. In fact, Henry Ian Vernon is a bot. It is programmed to scan the hashtag #share thelove and retweet an ever larger image for each retweet.
The day after, AIDES revealed the ID of Henry Ian Vernon and sent a virus tweet to all the people whom interacted with the picture
“Virus Alert ! I’m HIV. You have shared the love. You are now contaminated.
Medio Interactivo
Duración
Director ejecutivo de creación
Director ejecutivo de creación
Illustrator
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Director de arte digital
Director artístico
Art Director Assistant
Head of Social Media
Head of Digital
Comprador de arte
Director de proyectos
Backend Developer
Director de publicidad
Advertiser Supervisor
Director de publicidad
Director de publicidad
Director de publicidad
Responsable de cuentas de agencia
Responsable de cuentas de agencia
Responsable de cuentas de agencia
Responsable de cuentas de agencia
Responsable de cuentas de agencia
Executive Creative Director Benjamin Marchal
Executive Creative Director Faustin Claverie
Illustrator Rod Hunt
Copywriter Fabien Duval
Copywriter Glen Troadec
Digital Art Director Nicolas Barrès
Art Director Maude Muller
Assistant Digital Art Director Nina Mosconi
Head of Social Media Jacquelin Guillaume-Duverne
Head of Technology Ivan Zindovic
Art Buyer Isabelle Jaubert
Technical Project Manager Glenn Pezier
Lead Frontend Developer Sidney Bourgallé
Backend Developer Maurice Nguyen
Advertiser Supervisor Christian Andreo
Advertiser Supervisor Nathalie Gautier
Advertiser Supervisor Antoine Henry
Advertiser Supervisor Charmaine Da Costa Soares
Advertiser Supervisor Aurélie Duval
Agency Account Management Anne Vincent
Agency Account Management Véronique Fourniotakis
Agency Account Management Marion Floch
Agency Account Management Sacha Depouilly
Agency Account Management Margaux Wanin
Entrant Company TBWA\PARIS
Idea Creation TBWA\PARIS
Production TBWA\DAN PARIS
Additional Company BERNSTEIN & ANDRIULLI

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