ANCHOR X-RAY CASTS

Gold Spike

Case Film

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TitleANCHOR X-RAY CASTS
ClientFONTERRA BRANDS NEW ZEALAND, ANCHOR
Product/ServiceANCHOR MILK
CategoryA04. Nutraceuticals
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND

The Campaign

Around two thirds of kiwi kids aren’t consuming enough calcium and every year 10,000 kids in New Zealand break their arms alone. X-Ray Casts is an interactive campaign for kids. If you break a bone, you can get a special X-Ray cast that shows your own break and gives you free calcium rich Anchor milk for the time it takes to heal.

Creative Execution

In a media partnership with hospitals and emergency rooms across the country we created posters, leaflets and digital screens that spoke directly to the audience offering help precisely when they needed it. Patients uploaded their X-ray to our website. We then created bespoke vinyl stickers of their actual break and posted a pack out to them within 24 hours. The pack contained a super tough sticker that showed their actual X-Ray and had a barcode that could be scanned at supermarkets, giving them free Anchor Calci+ milk throughout their entire healing process.

We’ve seen an incredible uptake with over 700 applications, 63% of kids with breaks in our target audience (who break 59 arms a day on average) applied for a cast - 122 applications in the first 48 hours.   The launch post was twice as engaging, at 3% engagement, as the FMCG industry average (1.52%).   Our video was engaging and relevant to our target, 40% of users who started the video, watched through to the end. Compared to a 15% global average.   The uptake, ongoing conversation and brand engagement has meant this has been hugely successful. The cast allows us to reach audiences well beyond our media, if every child showed their cast to classmates, we’d see this halo effect expose another 19,277 people to the campaign on any one day.   As asked, we’re successfully effecting behaviour and educating our local communities, with genuine product and consumer truths front and centre.

To shift brand perception we delivered something tangible that required a direct response from the consumer, creating a way to interact with the idea with our product at the heart of it. The X-Ray Cast helped build relevance for the brand in consumers lives, becoming an interactive vehicle for parents to educate their children around the importance of bone health and calcium whilst helping children have fun during the healing process. We had a clear, simple call to action – for parents of kids with broken bones to apply for their very own x-ray cast, turning a negative into a positive.

Research tells us that around two thirds of kiwi kids aren’t consuming enough calcium (Source Food and Nutrition Guidelines for Healthy Children and Young People: a Background Paper. Ministry of Health. 2012.), and every year 10,000 kids in New Zealand break their arms. From the ministry of health data we selected our launch date in March where a clear spike in breaks for our target occurs – identified from 2013, 2014 and 2015 data. In order to reach these kids we needed an idea that would resonate with parents and their kids, something to pique their interest to engage them with the brand. But more than just brand building, we wanted to connect on a personal level to educate this audience on how the nutritional benefits of dairy build strong muscles and bones.

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Dan Wright Colenso BBDO Creative Director
Tim Freeman Colenso BBDO Production Director
Gene Wheaton Colenso BBDO Digital Designer
Dave Brady Colenso BBDO Creative Director
Iain MacMillan Colenso BBDO Art Director
Levi Slavin Colenso BBDO Creative Director
Ben Polkinghorne Colenso BBDO Copywriter
Scott Kelly Colenso BBDO Art Director
Elliott White Colenso BBDO Copywriter
Rachel Morgan Colenso BBDO International Group Business Director
Ben Hopkinson Colenso BBDO Business Director
Eddie Thomas Colenso BBDO Senior Account Manager
Jade Seaton Colenso BBDO Account Executive
Lisa Divett Colenso BBDO Planning Director
Michelle Hong Colenso BBDO Senior Producer
Scott Chapman Colenso BBDO Senior Producer
Dov Tombs Colenso BBDO Executive Digital Producer
Clare Morgan Fonterra Brand NZ, Anchor Director of Marketing
Katie McClure Colenso BBDO Group Shopper Marketing Manager
n/a MediaCom Media Agency
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