Ogilvy Brussels launched a viral awareness campaign for Alzheimer’s Disease International. The purpose was to make people aware of how it feels to have to live with Alzheimer’s disease. How? By wiping out all memories of Facebook users for one day. In order to do so, they created a mini-site with a simple activation: “Donate Your Facebook Timeline”. The campaign quickly achieved high engagement with social media and generated incredible press coverage. In only 3 days, they reached more than 1 million people in +150 countries. With no budget for promotion.
