MAKE A POINT

Short List
TitleMAKE A POINT
ClientPACIFIC BRANDS UNDERWEAR GROUP
Product / ServiceBONDS
CategoryD01. Web Banner
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Entrant Company CLEMENGER BBDO MELBOURNE, AUSTRALIA
Advertising Agency CLEMENGER BBDO MELBOURNE, AUSTRALIA

Creative Execution

We designed a HTML5 widget that can be embedded on any website, enabling real time donations. Housed as a standard half-page banner, the simple mechanic turns regular advertising space into donation hubs. Using a numeric version of the word BOOBS – 80085, the cheeky device allowed people to donate boobs, for boobs. Be it 80 cents, or $80 - by shifting the point along the numbers 80085, people could select a donation amount that suited them. PR urged websites to donate banner space, and unlike regular banners, the widget actually kept visitors on their sites rather than clicking them away.

Websites of all kinds volunteered to house the widget, and everywhere it appeared became another touch point where people could donate directly. The Make a Point campaign lived up to it’s name, with a click rate 600 times higher than the average banner, and donations contributing to the hundreds of thousands of dollars that Jane McGrath raised in aid of Breast Cancer this year.

In 2013, Australian underwear brand, Bonds, launched their new bra range by changing their iconic logo from BONDS to BOOBS. They’ve been famous for boobs ever since. So when breast cancer awareness month arrived, they wanted to show their support for the things they support. They partnered with the Jane McGrath Breast Care Foundation to raise much needed funds for the cause. But with so many charities vying for people attention in every medium, we couldn’t expect people to seek us out to donate. Research showed that the simpler it was for a person to make a donation, the more likely they were to do it. Our strategy was to simplify the donation process, and give it cut through in a crowded environment. So ‘Make a Point for Breast Cancer’ was born – a first of its kind donation mechanic that allowed people to donate wherever they are.

Credits

Name Company Position
James Mcgrath Clemenger BBDO Melbourne Creative Chairman
Ant Keogh Clemenger BBDO Melbourne Executive Creative Director
Ben Keenan Clemenger BBDO Melbourne Interactive Creative Director
James Orr Clemenger BBDO Melbourne Creative
Elle Bullen Clemenger BBDO Melbourne Creative
George McQueen Clemenger BBDO Melbourne Creative
Tom McQueen Clemenger BBDO Melbourne Creative
Simon Lamplough Clemenger BBDO Melbourne Managing Director
Celeste Baer Clemenger BBDO Melbourne' Senior Account Manager
Christian Russell Clemenger BBDO Melbourne Interactive Lead
Daniel Zabinskas Clemenger BBDO Melbourne Technical Director
Gemma Seeto Clemenger BBDO Melbourne Digital Producer
Jane Martino Shout. Chief Executive Officer
Charlie Carpinteri Shout. Chief Technology Officer
Orry Lack Shout. Communications & Partnership Manager
Tanya Deans Pacific Brands Underwear Group General Manager Marketing
Emily Small Pacific Brands Underwear Group Marketing Manager Bonds
Caroline Bourke Pacific Brands Underwear Group Brand Manager Bonds
Links
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