Cannes Lions

The Lucky Touch

McCANN WORLDGROUP, Milan / FONDAZIONE VERONESI / 2017

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Case Film

Overview

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Credits

Overview

Description

Italy is a very superstitious country and the most popular gesture to keep bad luck away among men is touch their balls. Especially when they see an empty hearse passing by. So we drove a real one around Rome, to provoke men’s reaction and therefore to draw attention on testicular self-palpation topic.

We then made a video of this “experiment” and we spread it on the web, to bring the awareness to the widest level. Moreover, the video linked to a website featuring a tutorial on how to perform a proper self-examination.

Execution

After the experiment, we made a video out of it. We launched it on the Facebook page “Tocchiamoci” – “The Lucky Touch”, supported with an editorial plan and a banner campaign. Meanwhile, we launched a website featuring a tutorial about how to perform a proper testicular self-examination. Besides the essential informations about the main kind of male tumours. The video was launched on Facebook the 29th of March 2017 and the editorial plan lasted for a month. The same day we lauched the website www.tocchiamoci.it.

Outcome

In a week, the video of the experiment reached more than 1.000.000 Facebook views.

In a month, our self-palpation tutorial reached 250.000 views and urological check-ups increased by 54%.

Overall the project registered 11.899.731 of media impressions, with an earned media of 230.600 euro and a ROI of 1153% (generated with only 20.000 euro of media investment!)

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