MELANOMA LIKES ME

Gold Spike

Case Film

Presentation Board

TitleMELANOMA LIKES ME
ClientMELANOMA PATIENTS AUSTRALIA
Product / ServiceMELANOMA AWARENESS
CategoryB01. Use of Digital in a Promotional Campaign
EntrantGPY&R Brisbane, AUSTRALIA
Entrant Company GPY&R Brisbane, AUSTRALIA
Advertising Agency GPY&R Brisbane, AUSTRALIA

Brief Explanation

Whilst many people think melanoma only happens to older people, in actual fact, more and more young Australians are being diagnosed with melanoma. It is the most lethal cancer for those aged between 15 and 30. We created a Summer Promotional campaign that spoke straight to young people at the time they were most in danger of causing their skin irreparable cancer damage.

The Brief

Two in three Australians will be diagnosed with skin cancer by the time they are 70. Whilst many people think melanoma only happens to older people, in actual fact, more and more young Australians are being diagnosed with melanoma. It is the most lethal cancer for those aged between 15 and 30. The target audience for this Summer promotion were those aged 15-30 who were regularly out in the sun. Through the promotional activity, we wanted to find a way to make young people think about their sun smart behavior at the exact moment they were out in the sun.

Describe the success of the promotion with both client and consumer including some quantifiable results

The objective of the Melanoma Likes Me campaign was to reach people at the key moment they were exhibiting unsafe sun behavior. It was less about driving huge traffic to the website, but more about making them put on sunscreen and a t-shirt. We actually managed to do both. Over 2 million people received our messages during Summer. With an earned media value in excess of $5 million. The algorithm cost $430 to create. Unique Visits to the Skincheck mobile site Week One increased by 144% Unique Visit to the Skincheck mobile site during the Summer campaign increased by 1371% And a whole lot of young Australians put on some extra sunscreen and a T-shirt.

Explain why the method of promotion was most relevant to the product or service

We created an online persona for Melanoma who ‘liked’, ‘followed’, and commented on young Australians’ social media activities, in real time. An application linked to Twitter and Instagram web APIs was developed to search for posts from a library of popular hashtags and geolocations. The application aggregated these posts and notified our social media team in real-time so they could respond with creepy messages from Melanoma. We sent millions of individually tailored messages over the Summer period, straight to our hard-to-reach audience and helped them check for melanomas. The campaign ran to plan over the promotional period, and the clients are now planning to roll it out across Australia in 2016.

Credits

Name Company Position
Ben Coulson George Patterson Y&R Chief Creative Officer - ANZ
Andrew Thompson George Patterson Y&R Executive Creative Director
Ellen Fromm George Patterson Y&R Copywriter
Isabella Caruso George Patterson Y&R Art Director
Rob Hudson George Patterson Y&R Chief Digital Officer
Grace Francis George Patterson Y&R Digital Producer
Fiona Caird George Patterson Y&R Group Account Director
Jake Pospischil George Patterson Y&R Digital Developer
Ross Benn George Patterson Y&R Designer