Category: Best Use of Screens
Advertiser: A.A.C.A.R. “HORIA MOTOI”
Product/Service: AUTISM CHARITY
Agency: SAATCHI & SAATCHI ROMANIA
Media Agency: ZENITH MEDIA, Bucharest, ROMANIA
Creative Director: Johan Ohlson (Saatchi & Saatchi Romania)
Creative Group Head: Laura Iane (Saatchi & Saatchi Romania)
Senior Copywriter: Marius Tianu (Saatchi & Saatchi Romania)
Copywriter: Andrei Nica (Saatchi & Saatchi Romania)
Art Director: Bogdan Vintila (Saatchi & Saatchi Romania)
Art Director: Vlad Giogu (Saatchi & Saatchi Romania)
Junior Copywriter: Loredana Barla (Saatchi & Saatchi Romania)
Group Account Director: Carmen Barda (Saatchi & Saatchi Romania)
Btl Sr. Account Manager: Ioana Hurdubelea (Saatchi & Saatchi Romania)
Corporate Communication Coordinator: Corina Pisc (Saatchi & Saatchi Romania)
Business Unit Director: Ramona Tcaciuc Dumitru
Social Media Manager: Denisia Aghiorghitoaie
Media placement: TV - DNE Romania - 26 April 2012
Media placement: radio - Radio Guerilla - Morning show - 02 April 2012
Media placement: TV - Pro TV - News 07 - 02 April 2012
Media placement: TV - TVR 2 - News 22 - 04 April 2012
Media placement: digital - http://lostandfounddesk.blogspot.com/2012/04/ziua-mondiala-autismului-2-aprilie.html - 04 April 2012
Media placement: TV - Antena 2 - "It`s show time" - 12 April 2012
Media placement: TV - ProTv - Football match: Gaz Metan Medias- Dinamo - 12 April 2012
Media placement: unconventional event - Teatrul Odeon - theater play - 12 April 2012
Media placement: TV - Digi1 - Football match: Rapid - Vointa Sibiu - 15 April 2012
Media placement: press - Ziarul Ring - cover page - 19 April 2012
Media placement: TV - B1 TV - Talk show - 20 April 2012
Insights, Strategy & the Idea
Insight: the parents of an autistic child are as deeply affected by the developmental disorder of the child as the child itself. The media strategy relied on the fact that the repetition is the main learning tool used for helping them to overcome their impaired social interaction and communication. That is why we asked the most important media channels – TV, radio, and press – to get involved.
The idea: to repeat several times part of their usual message only to deliver the campaign message at the end: “the parents of an autistic child repeat thousands of time a word until the child understand it”.
Creative Execution
The launching day was April 2nd – World Autism Day. The top 3 Romanian TV stations, some of the most important radio stations and newspapers got involved. They repeated part of their usual message. The explanation was delivered after the repetition. The next day social media and online went crazy: the campaign message became the most talked-about subject on Facebook, blogs and news feeds. The following days, the message was taken further by 7 major football teams who played live on TV, music bands and famous actresses; even a chopper academy supported our campaign.
Results and Effectiveness
Paid media: Zero.
Earned media: over €100,000, in a matter of days.
Media Reach:
• 1 out of 6 Romanians heard about it,
• Over 3million people through TV,
• About 1.5million people through Press,
• Over 1million people through Radio,
• Over 500,000 online users on sites and blogs.
Media Coverage:
• 5TV stations
• 3major radio stations,
• 13newspapers, including 2covers,
Unconventional coverage:
• 7Football Teams played cup & league games
• Major theatre actress Maia Morgenstern acted on stage.
• Folk Frate’s concert,
• The Amsterdam's’ concert,
• MC Chopper Academy riding the streets of Bucharest.