The Campaign

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.

Execution

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.

The Situation

The campaign used no paid media. With the Ugly Xmas Rashie, we created something completely new and newsworthy, with a perfectly timed launch to capture the nation’s attention in the lead up to Christmas holidays. Press releases and Ugly Xmas Rashies were sent to key influencers and media identities, directing them to uglyxmasrashie.com.au where full media kits featuring footage, images and interviews could be downloaded, making it easy for journalists and bloggers to create their own stories immediately. The blanket media coverage that followed for Cancer Council saw the Ugly Xmas Rashies sell out within 48 hours.

The Strategy

The limited edition Ugly Xmas Rashie captured national attention and blanket media coverage with a thunderclap launch seeded via social media (utilizing elite surf athletes and Cancer Council ambassadors) in conjunction with simultaneous launch to media. Full media kits comprising footage, images and interviews were downloadable via The Ugly Xmas Rashie website, making it easy for journalists and bloggers to create their own stories. 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.