Magnet20 - Viral Marketing Campaign of the Year
Company: Magnet20, Istanbul, Turkey
Company Description: We create human experiences with products, services and platforms to transform brands and grow businesses. Our services; Marketing Solutions, Sales Solutions, HR Solutions.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Viral Marketing Campaign of the Year
Nomination Title: GSK Turkey Company, Bipolar Awareness Campaign, "Is There Anything Wrong With Me?"
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
It’s estimated that there are approximately 2.5 million people suffering from Bipolar Affective Disorder in Turkey. However, it’s presumed that only 31% of these patients have been diagnosed and the remaining (approximately) 1.7 million people haven’t had the chance.
Taking the elevated and depressed moods of Bipolar Affective Disorder patients as starting point, we’ve made a song in order to explain Bipolar Affective Disorder and help people recognize the signs of bipolar in themselves and others around them. We released this on March 30, World Bipolar Day.
Created to grab the attention of potential sufferers and make them ask questions about Bipolar Affective Disorder, the song named “Is there anything wrong with me?” was created through a process of examination and collection of social media posts of bipolar patients and their immediate circle. The most common cases and expressions of disorder had been confirmed by experts and turned into song lyrics after some rhythmic arrangements.
The most common experiences caused by bipolar disorder have been vocalized by 5 different musicians in the project, in which we showed through 5 different characters that a person can have completely opposite feelings and thoughts at different times due to the disorder, even though the conditions are exactly the same. These 5 musicians also played the characters they’d given voice in the video.
The video clip and all visual elements were designed in black and white in order to support the theme of duality between elevated and depressed moods as well as creating coherence.
It was communicated that the exemplified experiences may be caused by bipolar disorder, as mentioned in the chorus of the song, and people were encouraged to question the possibility of bipolar if they observed similar things in themselves or others around them.
The song and video we’d created were published on Facebook, Youtube, Spotify and Apple Music. The video, which was seen more than 500.000 people in the first 24 hours (on March 30, World Bipolar Day) and more than 2.000.000 after a short time since its release, has reached more than 4.500.000 people on digital platforms. The project, which had more than 15.000 likes and shares by patients and their immediate circle mostly, received hundreds of support and appreciation messages.
The project has been covered in many media outlets, like DreamTV, CNN Türk and NTV channels, and has contributed to raising bipolar awareness in society.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
-The song has been created through a process of collecting, studying and treating real stories.
-It has been performed by 5 different musicians on stage.
-Elevated-depressed moods and white-black colours are used in project to pinpoint the mood swings in Bipolar Affective Disorder.
-The song was listened to more than 500.000 times on the first day and more than 2.000.000 after a short time since its release.
-The project has been reflected on leading TV channels.
-The Facebook post has been liked and shared by more than 15.000 patients and immediate circle of family and friends.
-4.500.000 people have been reached on digital platforms.