APREC is a French association led by Pr Victor Izrael, doing fundamental research against cancer.

A few years ago, Pr. Victor Izrael helped personally Kylie Minogue to fight a breast cancer. After this personal experience, Kylie Minogue decided to become APREC godmother.

The Challenge:

In 2013, Pr. Izrael came to Publicis Conseil and asked us to help APREC gain visibility internationally and raise money for new research lab materials. But how could we achieve those 2 objectives without any media budgets?

The Idea:

The "One Note Against Cancer" idea is unique, because it is the first time in the world that each note of a song written by Kylie Minogue have been sold through a fundraising auction on eBay.

The Campaign:

In the absence of any media budget, we have opted for a strategy that was based 100% on social media. In this regard, and with Kylie Minogue’s approval, we relied on her own media power to promote the campaign (over 6 million fans on Facebook, Twitter & Instagram).

Starting on Monday 14 April 2014, Internet users were able to visit the website onenoteagainstcancer.com where, through an innovative web interface, they were invited to choose their note, put in a bid on it, and then follow how their bid was doing.

Following this phase of collecting donations through auctions, and once all of the winning bidders have received their prizes, the second phase of the campaign has been launched, whereby the song "Crystallize" was on sale on iTunes, Google Music …and all of the profits generated donated to APREC.