Results and Effectiveness: At a time when the Samusocial were negotiating increased support from the government, the campaign resulted in: - a 50% increase in media attention across TV, newspapers and blogs- - an increase of 12% in donations and - more than 100,000 people visited the site during the first week of the campaign, 72% of visitors returned to the site. On top, the Samusocial were able to successfully negotiate an increase of 10% in government funding. The campaign is still running. Creative Execution: Banners, press inserts and stickers on the street invited people to www.being-homeless.com. On entering on the site, visitors are immediately immersed in the life of a homeless person. A clock on the screen tells you what time it is. Of course, interested or not, nobody lasts the full 24 hrs. When visitors want to leave, an error message appears: sorry, its not that easy to escape the street. The only way to escape is a click into the Samusocial logo. Then a text explains how the Samusocial helps homeless people escape the street. And its then possible to make a donation. Insights, Strategy and the Idea: Most of the people think that if a homeless person cant get off the street, its his fault. But its probably because they never experienced the street themselves. With the Samusocial, the most important emergency service for the homeless in France, we created a 24hr film, reconstructing an entire day in the life of a homeless person: his struggles to get food, to keep clean, to move around, to survive The film director? The homeless people themselves, using glasses with an embedded camera. This way they enabled us to see life through their eyes, in real time. Its not a documentary, its not a fiction, its not reality TV. Its the first ever 24 hrs format from the real point of view of 4 homeless people. Without editing effects. Relevant for the audience, who can for the first time ever see through the eyes of a homeless person.
Category: Best Use of Online Advertising Advertiser: SAMUSOCIAL Product/Service: HOMELESSNESS CHARITY Agency: PUBLICIS CONSEIL Paris, FRANCE Chief Creative Officer: Olivier Altmann (Publicis Conseil) Creative Director & Project Manager: Veronique Sels (Publicis Conseil) Chief Executive Officer: Pascal Nessim/Sebastien Vacherot (Publicis Net) Art Director: Quentin Schweitzer (Publicis Conseil) Copywriters: Daniel Chandler/Veronique Sels (Publicis Conseil) Head of Research & Development: Laurent Berthelot (Publicis Net) General Manager: Jean-Patrick Chiquiar (Publicis Conseil) Account Executives: Emmanuelle Henry/Deborah Guarachi (Publicis Conseil) Traffic Manager: Caroline Cristofoli (Publicis Conseil) TV Production: Tim Rosenberg/Pierre Marcus (WAM) Film Director: 4 homeless people () Producer: Jeremie Morichon (Marcassin) Director of Photography: Sebastien Dubreucq (Marcassin) Founding President: Xavier Emmanuelli (Samusocial de Paris) General Secretary: Stefania Parigi (Samusocial de Paris) PR Manager: Valerie Coton (Samusocial de Paris) PR Managers: Cecile Ruf/Violaine Cadinot (Publicis Conseil)via www.coloribus.com