One Note Against Cancer
APREC
Issue 33 | December 2014
Agency
Publicis Conseil
Creative Team
Chief Creative Officer Olivier Altmann Copywriters Thierry Lebec Mathieu Degryse Art Director Be´ne´dicte Potel Yves-Eric Deboey Assisting AD Fanny Chevalier Account Managers Sophie Larrieu Adrien Susini Bastien Chanot Pierre-Henry Briec Creative Technologist Julien Chaillou
Production Team
Production Company Iconoclast Interactive Director Alice Moitie´ Producer Mourad Belkeddar Digital Production Anonymous Founder & Creative Director Marc Guillaumin Digital Art Director Martin Sylvestre Technical Director Nicolas Davi Music Production Performer Kylie Minogue A/C Devonte Hynes, Scott Hoffman, Kylie Minogue Publishers Domino Publishing Co Ltd (SACEM / for Devonte Hynes), Baby daddy Songs (ASCAP / for Scott Hoffman), Mushroom Music (for Kylie Minogue) Master Owner “(P) 2014 Copywright in the sound recording is owned by Parlophone Records Limited. A Warner Music Group Company. All Rights Reserved
Other Credits
APREC, President and Co- founder Professor Victor Izrael
Date
April 2014
Background
Created and led by Professor Victor Izrael, APREC was a cancer charity which engaged in fundamental cancer research.
In 2005, when Kylie Minogue was diagnosed with breast cancer, Professor Izrael personally helped her fight the disease.
In 2014 she was glad to offer her support for a campaign that was intended to both raise awareness around the world and raise money for materials and research.
The idea was to use her media power and her fan base (of over 5 million) to generate interest.
Idea
The idea was to auction on Ebay each and every single note of a song Kylie Minogue had written specially for APREC called 'Crystallize'.
Nothing like this had ever been done on Ebay before. From Monday April 14th, Kylie fans could go to onenoteagainstcancer.com to choose their note and then bid for it on Ebay.
With starting prices as low as €1, all her fans had the chance to take part. Of course, once a bid had been made the bidder followed the campaign to the very end, when he or she was sent a certificate of ownership, signed by Kylie.
Results
Facebook: 91,391 likes, 1,913 comments and 3,851 shares of posts.
Twitter: More than 2,128 Retweets, 2,861 Favourites and more than 3,189 tweets with the hashtag #OneNoteAgainstCancer.
Instagram: More than 53,500 likes and 1,104 comments on 'One Note Against Cancer' photos & videos.
Website: More than 60,000 unique visitors visited onenoteagainstcancer.com.
Fundraising: The auction alone raised more than €14,744 and sales of the single were expected to raise significantly more.
Our Thoughts
Agencies often take on pro-bono work because it gives them a nice warm feeling to raise awareness of an issue. But to raise money, now that is altogether more difficult. So big respect to Olivier Altmann and his creative team for this innovative use of Ebay.