| Title | SURFIFY |
| Brand | SURFAID.ORG |
| Product / Service | CHARITY |
| Category | D07. Charities, Public Health, Safety & Awareness Messages |
| Entrant | BWM DENTSU Sydney, AUSTRALIA |
| Entrant Company | BWM DENTSU Sydney, AUSTRALIA |
| Advertising Agency | BWM DENTSU Sydney, AUSTRALIA |
| Production Company | HECKLER Sydney, AUSTRALIA |
| Production Company 2 | NYLON STUDIOS Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Rob Belgiovane | BWM Dentsu | Group Chief Creative Officer |
| Jamie Mackay | BWM Dentsu | Chief Strategy Officer |
| Asheen Naidu | BWM Dentsu | ECD |
| Chris McMullen | BWM Dentsu | Senior Art Director |
| Sean Lavery | BWM Dentsu | Senior Copywriter |
| Megan Hales | BWM Dentsu | National Planning Director |
| Shani Tomkins | BWM Dentsu | Digital Planning Director |
| Guy Lovell | BWM Dentsu | Senior Account Director |
| Margot Fitzpatrick | BWM Dentsu | Senior Onscreen Producer |
| Paul Liddle | BWM Dentsu | Senior Editor |
| Stefan Hunt | Contributor | Director |
| Campbell Brown | Contributor | Director |
| Michael Lawrence | Contributor | Director |
| Dvid Kruta | Contributor | Director |
| Ben Nott | Contributor | Director |
| Danny Izarraras | Contributor | Director |
| Paul Burrud | Contributor | Director |
| Michael Yezerski | Contributor | Audio Production |
| Will Alexander | Heckler | Post Production |
| Simon Lister | Nylon | Sound Studio |
The main reach of this campaign was generated through influential personalities. We used earned channels to reach out to over 800 influential personalities (a database which was built upon over the course of the campaign) from categories we felt would resonate with our campaign. We connected directly with Mummy Bloggers who wanted to help other families, and could use the music to assist with calming their own children. Health, Fitness, Nutrition and Lifestyle bloggers benefited from our meditation or relaxation soundtrack and of course the surfing community, who resonated personally with the cause.
The media planning, buying and rollout of our campaign started with the Spotify platform with all media and creative executions executed off and around it. It hosted the campaign mechanic and its ad platform was used to build reach with new audiences. We then leveraged all SurfAid owned channels to host a series of amplification tactics across their social channels, raising awareness and driving viewers through to a microsite on SurfAid.org. We educated visitors and directed them through to Spotitfy. We used earned channels by reaching out to over 800 influential blogging personalities from categories that resonated with our campaign.
With roughly 80% of Australia’s population living within the coastal zone, surfing is a big part of the culture. And within the surfing community, social media plays a significant role from sharing photos to wave reports and links to big wave videos etc. So social media was the perfect channel to target our audience.
The album has already been streamed tens of thousands of times since being uploaded to Spotify in April 2015. The idea has been talked about heavily in the media, as well as being supported by musicians like Jack Johnson and famous surfers such as Mark Occhilupo and Laird Hamilton. We have been inundated with tweets, posts and shares across social media with ‘Likes’ on Facebook increasing 300% in the first week after launch. Even the mainstream media television channels have reported on it.