|Title||THE UGLY XMAS RASHIE|
|Brand||CANCER COUNCIL QUEENSLAND|
|Product / Service||THE UGLY XMAS RASHIE|
|Category||A08. Charities, Public Health & Safety, Public Awareness Messages|
|Entrant||RUMBLE CREATIVE & MEDIA Brisbane, AUSTRALIA|
|Idea Creation||RUMBLE CREATIVE & MEDIA Brisbane, AUSTRALIA|
|Media||RUMBLE CREATIVE & MEDIA Brisbane, AUSTRALIA|
|PR||RUMBLE CREATIVE & MEDIA Brisbane, AUSTRALIA|
|Production||RUMBLE CREATIVE & MEDIA Brisbane, AUSTRALIA|
|Nancy Hartley||RUMBLE Creative & Media||Creative Partner|
|James Burchill||RUMBLE Creative & Media||Creative Partner|
|Ginni Poppelwell||Rumble Creative & Media||Art Director|
|Nic Harman||Rumble Creative & Media||Copywriter|
We designed and created the Ugly Xmas Rashie – Australia’s answer to the northern hemisphere’s ugly xmas sweater. The limited edition, high quality Ugly Xmas Rashies sold at the premium price of $69.95AUD, with all profits going to Cancer Council Queensland. By appealing to Australians’ unique sense of humour and identity, we created awareness, behaviour change and importantly, a new annual income stream for the charity. *A “Rashie” is Australian terminology for a sunsafe swimwear item worn at the beach and in the water to protect from the sun.
The Ugly Xmas Rashie was conceived in September 2015. We partnered with Gold Coast-based manufacturer of performance swimwear, Kozii to produce a limited edition run of 3,000 to be ready for launch early November, with delivery for Christmas 2015. All materials (footage, images, interviews etc) were created to be available as downloads from the Ugly Xmas Rashie website by the national media launch date, November 9. The outstanding success of the 2015 campaign, (including data gathered) enabled us to move into large-scale production for Christmas 2016, with a new design and extended range. Cancer Council Australia will feature the Ugly Xmas Rashie on the front page of their catalogue (circ, 1million). In 2016, 70,000 rashies will be produced, generating $1.125million for cancer research and support services.
Sold out in 2 days, generating: $210,000 in sales, with all profits going direct to CCQ. $2million earned media EDMs to the newly created database achieved open rates of 67.8% (average is 12.3%) and click rates of 42.9% (average is 1.6 %) Local manufacturer Kozii experienced their biggest sales day in history as Ugly Xmas Rashie customers added additional Kozii products to their basket. Sun safety became a uniquely Australian fashion statement, creating behaviour change and a new annual revenue stream for Cancer Council. A new design and extended range is now in large-scale production for 2016 with 70,000 rashies to generate $1.125m for cancer research and support services. Cancer Council Australia will feature the new season’s Ugly Xmas Rashie on the front cover of their catalogue (circ 1million); sell again online and through selected, iconic Australian surf clubs such as Manly SLSC.
Desirability of the limited edition Ugly Xmas Rashie drove customers direct to uglyxmasrashie.com.au and the online store. The run of 3,000 Ugly Xmas Rashies sold out in 2 days. A data based was gathered via both the online store and the website, inviting those who missed out to register for information about the next release. Ongoing communications via EDM inviting pre-sales signup for further releases had an Open Rate of 67.8% (against the industry average of 12.3%) and a Click Rate of 42.9% (against industry average of 1.6%)
The limited edition Ugly Xmas Rashie captured national attention and blanket media coverage with a thunderclap launch via social media (utilizing elite surf athletes and Cancer Council ambassadors) and simultaneous launch to media. All coverage drove interest directly to to uglyxmasrashie.com.au and the online store. With only 3,000 available, it was first-in, best-dressed with the rashies selling out within 2 days. Such was the exclusivity that thousands registered to be first to know about the next Ugly Xmas Rashie release.