Results and Effectiveness

This campaign was about two things: 1) Building trust in a different way ‘A brand I trust more than others’ increased by over +75% across the campaign period. This strategy also helped to distinguish the brand from Cancer Council, with an 88% increase in ‘offers something different to other brands' 2) Sales, sales, sales Purchase consideration grew by nearly +30% Most importantly, despite category expenditure being up by 50%, Increased sales by 6% - making it Australia's #1 sunscreen. All this was an amazing achievement given the fact that Australia had just had one of the wettest summers on record.

Creative Execution

A good travel agent has a central location for its content and expertise. Our online hub gave families locally targeted advice around things to do across summer. We staffed our travel agency with family experts – mummy bloggers, providing constant inspiration. We also recruited mum celebrity Shelley Craft to be the face of summer fun. We knew there was a clear link between good weather and summer adventures so we created cross-platform integration with Channel Ten that amplified summer adventure at times when mum was attuned to the weather. Travel agents are also great at facilitating new experiences. Banana Boat became a sponsor of Australia’s most anticipated event, the opening of the Southern hemisphere’s largest water park, Wet & Wild Sydney. Starring Shelley Craft we created exclusive content around the opening days, and shared it through owned, earned and paid channels. Banana Boat was a genuine facilitators of summer fun.

Insights, Strategy and the Idea

Sunscreen is serious stuff. With skin cancer and related conditions rising in Australia, protecting your family from the sun is a key priority for mums. With Cancer Council understandably winning in the ‘trust’ stakes, Banana Boat had to find a way to demonstrate its protection credentials whilst leveraging something unique to the brand – an element of fun. Instead of focusing on the worry and stress that the summer sun brought families, we wanted them to make the most of it. our insight was that Aussie mums want their families to enjoy summer, but time, money and lack of inspiration gets in the way. We wanted to help them by creating content and experiences that inspired and facilitated summer fun. Our big ideas was to act like a travel agent - provide help and advice that made the most of summer, whilst still providing protection and reassurance.