Cannes Lions

BANGTRIS

MAYD, Hamburg / AIDS FOUNDATION / 2015

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Overview

Description

Sexually transmitted diseases are back on the rise.

Especially among young people. But how do we get our young audience who really

don't care bout "shocking" or "sad" ads to give real attention to this topic.

By talking to them in their own way - with fun.

Just in time for World-AIDS-Day 2014 and the 30th anniversary of AIDS-Hilfe

we used the 30th anniversary of the game Tetris:

BANGTRIS - a ‘love game’ where you put several sexual partners together

to produce orgasms, to reach the highest Bang-Score and to win a whole year’s

supply of MASCULAN condoms.

With only one message: Play the game, but play it safe.

Therefore we created 21 characters with different sexual preference.

The site is a first point of consultation and calls after each game for donations.

The response was more than satisfactory: Over 600.000 plays,10000 Facebook-Follower,

and plenty of emails by young people.

Execution

Just in time for World AIDS Day 2014, the 30th anniversary of AIDS-Hilfe Hamburg and the 30 anniversary of the cult game Tetris, we created BANGTRIS. With 21 separate characters, each with a different sexual preference. We named the figures, made online ads to feature them and created a youtube teaser video to get attention for our site. Via the press and different creative blogs, we spread our campaign right on World AIDS Day 2014. But the game also spreads itself after each game by the user through social media buttons and the Bangscore. And all this without any budget.

Outcome

The response has been more than satisfactory. BANGTRIS generates more than 600.000 page impressions and plays in the

first month. And it's getting everyday more hits. Hundreds of Mails and calls of young people reached the AIDS-Hilfe Hamburg. Our Campaign still runs and generates every day more donations. Our facebook fanpage has by now more than 10.000 follower. Many german magazins started to support the campaign, by giving us media space for our BANGTRIS-ads for free. Play the game, but play it safe. www.bangtris.com

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