Title | SINKERS |
Brand | ROYAL LIFE SAVING SOCIETY - NSW BRANCH |
Product / Service | PUBLIC SERVICE ANNOUNCEMENT |
Category | B06. Charities, Public Health, Safety & Awareness Messages |
Entrant | 303LOWE Sydney, AUSTRALIA |
Entrant Company | 303LOWE Sydney, AUSTRALIA |
Advertising Agency | 303LOWE Sydney, AUSTRALIA |
Production Company | THE FEDS Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Richard Morgan | 303Lowe | Executive Creative Director |
David Biddle | 303Lowe | Copywriter |
Sal Cavallaro | 303Lowe | Art Director |
Laura Dewey | 303Lowe | Account Manager |
Tony Dunseath | 303Lowe | Head of Business Management |
Phil Watson | 303Lowe | Creative Director |
Paula Cardona | 303Lowe | Designer |
Brad Morris | 303Lowe | Digital Director |
Sean Ascroft | 303Lowe | Agency Producer |
James Wix | 303Lowe | Print Producer |
Sophie Hohnen | 303Lowe | Media Planner |
Adam Whitehead | 303Lowe | Head of Art |
Josh Logue | The Feds | Director |
Amanda Fry | Holysmoke! Agency | PR Director |
The Sinkers range was launched with a series of commercials starring Australian celebrity ambassadors, who shared the spot on Facebook, Twitter, and Instagram (note: special edits were made for Instagram). The spots were also seeded using bloggers/influencers with reach in our target audience (EG: Gaming blogs). Following launch, more celebrities/influencers got on board to co-create their own videos featuring the drinks shared via Instagram. Finally, we selected some of Australia's most popular YouTube content creators with big followings among our audience, to create awareness videos in their own unique style using our 'Sinkers' cans and key message.
Our strategy turned $50,000 media spend into $920,000 of media value, delivering reach and engagement at a fraction of the cost of traditional paid media. Over 1.6 million videos views and counting. The total social stats on Facebook, Instagram Twitter, and YouTube are: 83,957 Likes 2,572 Comments 1,548 Shares Media coverage in Australia and abroad. We reached more young Australian males than ever before. With organic video views still building, the campaign continues to transform attitudes among young Aussie males to remind them of the dangers of drinking & swimming.
Objective Prevent young Australian males from drowning after drinking. Some 41% of drowning deaths each year involve alcohol. Insight 15-25 year old males don’t want to be told what to do. They are cynical of traditional methods such as government branded scare messaging. It’s also lost effectiveness with them because: - They are hard to reach via traditional media - Their media consumption is concentrated online - Their behaviour is driven by entertainment and socialisation Idea Because they enjoy a drink, we made them one. ‘Sinkers' - an undrinkable parody of popular pre-mixed drinks, combining alcohol with swimming locations. Strategy Use social influencers and celebrities to make our target audience aware of the dangers and change their behaviour. It was vital the campaign didn’t come across as government preaching, as our audience would switch off.
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