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Deutsche Alzheimer Gesellschaft - Case

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Zum goldenen Hirschen Köln, 2011

Published in: Business
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Deutsche Alzheimer Gesellschaft - Case

  1. 1. Den Ort verwechselt?Campaigning für die Deutsche Alzheimer Gesellschaft
  2. 2. Wir haben uns gefragt:Wie können wir Alzheimer ins Zentrumder Aufmerksamkeitbringen?
  3. 3. Ohne moralischen Zeigefinger und ohne Betroffenheit?
  4. 4. Mit einer starken Idee: „Den Ort verwechselt?“
  5. 5. Schlagerstar Roberto Blanco stürmt auf die Bühne und will seinen größten Hitanstimmen. Als er merkt, dass er sich mitten auf einem Livekonzert einerThrash-Metal-Band befindet. „Den Ort verwechselt? Für 1,2 Mio. Menschen inDeutschland ist das Alltag. Sie leiden an Demenz. Vergessen wir sie nicht.“
  6. 6. Eine Idee, über die Bild.de berichtet.
  7. 7. Und die bei Markus Lanz diskutiert wird.
  8. 8. > 100.000 Views auf Youtube
  9. 9. Und begeisterte Nutzer, Quelle: Kommentare des Spots auf YouTube
  10. 10. die den Spot über Social Media verbreiten.
  11. 11. Presseecho BamS, 27.02.2011 Bild.de, 24.02.2011 Metal Hammer, 01.04.2011 Der Westen, NRZ, April 2011 28.02.2011 Focus Online, 28.02.2011 Kölner Express, 1.3.2011
  12. 12. Das Ergebnis. Der Traffic auf der Website der DAlzG wurde durch die Kampagne verdreifacht.
  13. 13. Das Ergebnis. Im März 2011 erreichte die Kampagne allein in TV- und Printmedien einen Anzeigenäquivalenzwert von über 1 Million EUR und über 32 Millionen Kontakte.
  14. 14. Das Ergebnis. Die gesamte Reichweite wurde ohne einen einzigen Media-Euro erzielt. Aufgrund der öffentlichen Aufmerksamkeit stellten die TV Sender RTL, Super RTL und n-tv Freischaltungen im Wert von weit über 1 Million EUR zur Verfügung.

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