|Title||GAME OF BALLS|
|Brand||BLUE BALL FOUNDATION|
|Product / Service||TESTICULAR CANCER AWARENESS|
|Category||A03. Brand or Product Integration into an existing programme or platform|
|Entrant||M&C SAATCHI Sydney, AUSTRALIA|
|Entrant Company||M&C SAATCHI Sydney, AUSTRALIA|
|Contributing Company||M&C SAATCHI Sydney, AUSTRALIA|
|PR Agency||BANG PR Sydney, AUSTRALIA|
|Production Company||DIGITAL PLAYGROUND Los Angeles, USA|
|Ben Welsh||M&C Saatchi||Executive Creative Director|
|Ant Melder||M&C Saatchi||Creative Director|
|Josh Bryer||M&C Saatchi||Writer|
|David Jackson||M&C Saatchi||Art Director|
|Annalise Brown||Bang PR||Managing Director|
|Peta Frost||Bang PR||Account Manager|
|Zoe Finlayson||Bang PR||Account Executive|
|Matt Porter||M&C Saatchi||PR Manager|
|Jaimes Leggett||M&C Saatchi||CEO|
|Jeanette Li||Digital Playground||Marketing & PR Coordinator|
|Jamie Morgan||Blue Ball Foundation||Founder|
|Andy DiLallo||M&C Saatchi||Chief Creative Officer|
This was a global online campaign. The world over, adult films can only legally appear in porn outlets – and most of those outlets are now on the internet. Placing a public health message inside a porno was a legal way to reach lots of men, in a medium uncluttered by branded content.
Testicular cancer is the number 1 cancer in young men. It’s a subject men like to avoid - even though it could save their life: it’s 97% curable when detected early. Luckily, we knew where we could reach them... For the first time ever, an actual porno was interrupted by a public health message. We partnered with Digital Playground, one of the biggest adult film studios, to be part of their biggest release of the year, a tribute to the world’s biggest TV show... In the middle of GAME OF BALLS, our porn star stopped, turned to the viewer, and taught him how to check himself - demonstrating on her co-star’s privates. And because Australian men are 21% more likely to get testicular cancer than the world average, we directed men to the Blue Ball Foundation, an Australian awareness charity. Our message spread organically across the pornweb, reaching millions of young men. Timely branded content, that made checking yourself the natural thing to do.
Young men are the most at risk of testicular cancer, and a high percentage of them watch adult films online (70% in Australia, according to Sydney Uni). So we knew that porn sites were a place we could reach them in private, when our branded content would be well received. Thanks to piggybacking the huge demand for illegal Game of Thrones downloads, GAME OF BALLS was shared alongside it – millions of times over. And wherever our film went, our life-saving branded content with it.
We literally caught men with their pants down. Our branded content spread organically across the net, with 1.5+ million views in 4 weeks, 2.5+ million in 6 weeks, and reaching 6+ million and counting... About 3 millions of these views came from men discovering our message during their natural viewing habits. These numbers were then significantly boosted by torrent sharing during the Game of Thrones Season 5 illegal download frenzy (around launch, on April 12) accounting for about 3+ million more views. GAME OF BALLS is now one of the most-watched films on the pornweb. As we hoped, the global awareness has filtered through to Australia. And it’s still saving lives, the world over.
For the first time ever, an actual porno was interrupted by a public health message, as a way of reaching young men who’d otherwise avoid testicular cancer warnings. We partnered with Digital Playground, one of the biggest adult film studios, to be part of their biggest release of the year, a tribute to the world’s biggest TV show... Each user discovered our branded content in GAME OF BALLS, as part of their natural viewing habits. In the middle of the action, our porn star stopped, turned to the viewer, and taught him how to check himself - demonstrating on her co-star’s privates. At the end of the message, our branding appeared, as she pointed to an on-screen URL, where the user could learn more, get help and spread the word. And because Australian men are 21% more likely to get testicular cancer than the world average, the website featured the Blue Ball Foundation, an Australian awareness brand.