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  • SUB CATEGORY :
    BEST USE OF AMBIENT: SMALL SCALE
  • COMPANY ENTERING :
    COLENSO BBDO, AUCKLAND
  • ENTRY TITLE :
    X-RAY CASTS
  • BRAND :
    ANCHOR
  • ADVERTISER :
    FONTERRA BRANDS NZ
  • AGENCY :
    COLENSO BBDO, AUCKLAND
  • CREATIVE CHAIRMAN :
    NICK WORTHINGTON
  • CREATIVE DIRECTOR :
    DAVE BRADY
  • ADDITIONAL CREATIVE :
    LEVI SLAVIN/DAN WRIGHT/BEN POLKINGHORNE/SCOTT KELLY/
    RACHAEL MACKLIN
  • COPYWRITER :
    ELLIOTT WHITE
  • ART DIRECTOR :
    IAIN MACMILLAN
  • RETOUCHER :
    REKS KOK
  • DIGITAL DESIGNER :
    GENE WHEATON
  • INTERNATIONAL GROUP BUSINESS DIRECTOR :
    RACHEL MORGAN
  • BUSINESS DIRECTOR :
    BEN HOPKINSON
  • SENIOR ACCOUNT MANAGER :
    EDDIE THOMAS
  • ACCOUNT EXECUTIVE :
    JADE SEATON
  • HEAD OF PR & ACTIVATION :
    PAUL GUNN
  • STRATEGIC PLANNING DIRECTOR :
    LISA DIVETT
  • DIGITAL DEVELOPER :
    JORDYN TSITSIRIDAKIS (SATELLITE NZ)
  • PRODUCTION DIRECTOR :
    TIM FREEMAN
  • EXECUTIVE DIGITAL PRODUCER :
    DOV TOMBS
  • SENIOR PRODUCER :
    MICHELLE HONG/SCOTT CHAPMAN
  • MAC OPERATOR :
    CHARLES BLOOMFIELD
  • STUDIO MANAGER :
    JODI DAVIS
  • THE BRIEF :
    AS PART OF A BROADER MASTERBRAND CAMPAIGN LAUNCH THIS ACTIVITY HAD AN IMPORTANT PART TO PLAY, ENCOURAGING KIWIS TO PARTICIPATE WITH THE BRAND AND HELPING THEM UNDERSTAND THE NEW POSITIONING ‘GO STRONG,’ THROUGH BELIEF THAT THE NUTRITION IN DAIRY BUILDS PHYSICAL AND MENTAL STRENGTH. WE NEEDED NATIONWIDE BRAND ACTIVITY THAT DEMONSTRATED THIS POSITIONING AND EFFECTED PEOPLE IN THEIR COMMUNITIES. THE OBJECTIVE WAS TO EDUCATE PARENTS, AND THEIR KIDS ABOUT THE NUTRITIONAL BENEFITS OF MILK, AND KEEP ANCHOR TOP OF MIND. THE BRIEF TARGET WAS PARENTS WITH KIDS, WE THEN REFINED THAT TO PARENTS WITH KIDS 3 – 12.
  • THE STRATEGY :
    RESEARCH TELLS US THAT AROUND TWO THIRDS OF KIWI KIDS AREN’T CONSUMING ENOUGH CALCIUM (SOURCE:MINISTRY OF HEALTH.2012.), AND EVERY YEAR 10,000 KIDS IN NZ BREAK THEIR ARMS. FROM THE MINISTRY OF HEALTH DATA WE SELECTED OUR LAUNCH IN MARCH WHERE A CLEAR SPIKE IN BREAKS FOR OUR TARGET OCCURS (IDENTIFIED FROM 2013-2015 DATA). TO REACH THESE KIDS WE NEEDED AN IDEA THAT WOULD RESONATE WITH PARENTS AND THEIR KIDS. BUT MORE THAN JUST BRAND BUILDING, WE WANTED TO CONNECT ON A PERSONAL LEVEL TO EDUCATE THIS AUDIENCE ON HOW THE NUTRITIONAL BENEFITS OF DAIRY BUILD STRONG MUSCLES AND BONES.
  • THE EXECUTION :
    IN A MEDIA PARTNERSHIP WITH HOSPITALS AND EMERGENCY ROOMS ACROSS THE COUNTRY WE CREATED POSTERS, LEAFLETS AND DIGITAL SCREENS THAT SPOKE DIRECTLY TO THE AUDIENCE OFFERING HELP PRECISELY WHEN THEY NEEDED IT. PATIENTS UPLOADED THEIR X-RAY TO OUR WEBSITE. WE THEN CREATED BESPOKE VINYL STICKERS OF THEIR ACTUAL BREAK AND POSTED A PACK OUT TO THEM WITHIN 24 HOURS. THE PACK CONTAINED A SUPER TOUGH STICKER THAT SHOWED THEIR ACTUAL X-RAY AND HAD A BARCODE THAT COULD BE SCANNED AT SUPERMARKETS, GIVING THEM FREE ANCHOR CALCI+ MILK THROUGHOUT THEIR ENTIRE HEALING PROCESS.
  • THE RESULT :
    63% OF KIDS WITH BREAKS IN OUR TARGET AUDIENCE APPLIED FOR A CAST-122 APPLICATIONS IN THE FIRST 48 HOURS AND OVER 700 IN TOTAL.   THE LAUNCH POST HAD A 3% ENGAGEMENT, THE FMCG INDUSTRY AVERAGE IS 1.52%.   40% OF USERS WHO STARTED THE VIDEO, WATCHED THROUGH TO THE END (GLOBAL AVERAGE 15%)   THE CAST REACHED AUDIENCES WELL BEYOND OUR MEDIA, IF EVERY CHILD SHOWED THEIR CAST TO CLASSMATES, WE’D SEE THIS HALO AFFECT EXPOSE ANOTHER 19,277 PEOPLE TO THE CAMPAIGN ON ANY ONE DAY.   WE’RE SUCCESSFULLY EFFECTING BEHAVIOR &EDUCATING OUR LOCAL COMMUNITIES, WITH GENUINE PRODUCT AND CONSUMER TRUTHS FRONT &CENTRE.