Cannes Lions

Siria

LA DESPENSA, Madrid / MEDICOS DEL MUNDO / 2018

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Overview

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Credits

Overview

Description

We live in a world were more so everyday our reality is what we see through our mobiles and where technological news take on more importance and generate way more interest. Many times what is not there, does not exist.

That is why the only way of reaching people is through technology. It is not necesarry to build a technology from scratch for everyone to talk about it. It only takes saying you are going to develop it, so that is what we did. That is how SYRIA was born, presented as an app with emotional intelligence capable of simulating conversations to empathize and give voice to people who have no voice.

Execution

In november 30th we send out a press release to the spanish media presenting SYRIA the APP. We launched the web page https://oyesiriamedicosdelmundo.org/ with technological appearance where we shared information about the APP being ambiguous in the speech so as not to lie at any time.

In addition, experts from La Universidad de Alcalá from the cyberintelligence and evolutive psychology departments helped us with their testimonies to give truth to the project.

The 4th of december we unveiled the truth in the presentation event where we invited journalists and interested people. They checked in first hand that there is nothing more exciting tan a real story.

The 12th of december we launched the campaign video (FB+YOUTUBE) with the reactions of the people who tested the app. The world was able to see that behind the mobile, those who mantain emotive conversations where real displaced people.

Outcome

We managed to recover attention to the displaced people without lying at any time.

#oyesiria: +8.200.000 impressions.

#oyesiria: +8.200.000 impressions

Social Media Reach: +12.300.000 views.

Social Media Reach: +12.300.00 views

Video View son Facebook:: +2.000.000.

Video Views on Facebook: +2.000.000

Donations: +130.000€

Donations: +130.000€

The campaign had a lot of impact in Spain when it managed to put on the table a forgotten social problem like refugees. The campaign had appearances in mass and specialized media in technology, in which otherwise it would have been impossible to appear. In addition several influencers were involved in the campaign as the journalists Carme Chaparro (Four), Carlos del Amor (Culture Chief RTVE), Mario Picazo (Telecinco), Sandra Barneda. And people from other areas such as Fonsi Nieto and Kiti Mánver. And to our surprise the campaign crossed borders when receiving news from other countries such as France or China.

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