Centro Clinico Nemo: Case study

Credits & Description:

Category: Health
Media: Digital
Brand: Centro Clinico Nemo
Agency: McCann
Geo: Italy
Advertising Agency: McCann Worldgroup, ltaly
Chief Creative Officer: Eoin Sherry
Copywriter / Creative Director: Giorgia Raffaelli
Art Director: Andrea Piovesana
Copywriter: Helena Pinillos
Published: November 2017
Synopsis:
The creative work was created for Centro Clinico Nemo by McCann Italy.
McCANN MILAN Milan, Italy Entrant Company
McCANN MILAN Milan, Italy Idea Creation
THINK CATTLEYA Milan, Italy Production
NOHUP San Giorgio Di Nogaro, Italy Production
SDM INTERACTIVE PASSION Milan, Italy Production
FONDAZIONE SERENA ONLUS, CENTRO CLINICO NEMO Milan, Italy Additional Company
MRM/McCANN Milan, Italy Additional Company
Alessandro Sabini McCann Worldgroup Italy Chief Creative Officer
Eoin Sherry McCann Worldgroup Italy Creative Director
Fernando Domínguez McCann Worldgroup Italy Creative Director
Giorgia Raffaelli MRM/McCann Italy Art Director
Andrea Piovesana McCann Worldgroup Italy Copywriter
Helena Pinillos McCann Worldgroup Italy Ux Designer
Donatella Bizzari McCann Worldgroup Italy Account Director
Alessandro Mazzarisi McCann Worldgroup Italy Account Executive
Michele Virgilio McCann Worldgroup Italy Agency Producer
Martina Ferdinandi McCann Worldgroup Italy Agency Producer
Think|Cattleya Think|Cattleya Production Company
Joana Skiavini Think|Cattleya Director
Sdm – Interactive Passion Sdm – Interactive Passion Web Production
Nohup s.r.l. Nohup s.r.l. App Production
Reprise Media Reprise Media Social Management



Synopsis
There are more than 25.000 NGOs in Italy. This fact makes fundraising a hard task especially when the beneficiary is a minor group (besides the 1000 new ALS cases that are diagnosed every year in the country). We needed to come out with an idea that made people aware of the problem, to start a conversation so they would eventually make a donation out of their own free will.

Strategy
Instead of just asking people for money, we found a more appealing solution: to ask them for their voice. We wanted to mobilize the whole country, in order to do that, we needed to make them all feel useful. So we made them conscious that every word counted, no matter age or sex. We awaked it in them the wish to participate, to be part of something bigger.

Relevancy
Because throughout a digital platform we managed to make people create a big audio database, that could eventually work as a unique voice.

Outcome
An audio file with more than 3000 different words.

More than 500.000 total views in the first week without any media investment.

More than 100 million organic impressions.

75 million euros earned media.

Free National coverage in all media. TV, Radio, and online press.

Ranked the most downloaded app in Italy.

Media Strategy
The campaign was published throughout a social experiment, an online video hosted by Youtube and Nemo's Facebook. Where showed in it the importance of a single word, and we eventually invited the audience to download the app. At the same time, we launched a website which was the core of the project, as it contained all the words that were being donated, so you could not only listen to the one you had donated, but also to perceive how the universe of words was evolving.

Campaign Description
We launched "Voice of Voices", a nationwide project which asked for a word from every Italian to fulfill the ambitious task of completing the dictionary. It was a very symbolic gesture, as losing the voice is one of the CONSEQUENECES symptoms a patient of ALS suffers from. But it was very useful too, as to donate a word they had to download the 2€ app previously.