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. Targeting those kids who had broken their arm, we gave them the chance to personalize their cast with their very own X-ray sticker. Once registered on our website we asked patients to upload their x-ray We then created bespoke vinyl stickers of their actual break and posted a pack out to them within 24 hours. This sticker could then be scanned in any supermarket to receive free calcium rich Anchor milk for the time it takes to heal.

Creative Execution

Execution had three key phases: 1. Recruit Kids: Register your break on anchor.co.nz In hospitals nationwide we created posters, leaflets and digital screens that communicated directly with families seeking help. A Facebook reach campaign targeting Households with children ran continuously to capture as many children who broke their arm during the period. 2. Keep the conversation going: Those who had engaged with the campaign were retargeted with repurposed UGC staring kids who had their Anchor Xray cast fitted. 3. Nutritional Education via the Cast   This cast became a nationwide media channel that directly conveyed the nutritional benefits of Anchor Milk.

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 affect 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.

The X-Ray Cast is a totally new form of ambient media. It turns broken bone casts into mini billboards for the Anchor brand which strengthen the belief that the nutrition in Milk helps builds healthy and strong bones.

Insights, Strategy and the Idea

Research tells us that around two thirds of kiwi kids aren’t consuming enough calcium*, 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. Media Planning was highly targeted to recruit those kids who broke their arm during our six-week campaign, amplifying the talkabilty of their cast via social media and retargeting with UGC. *(Source Ministry of Health 2012)