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.

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

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.

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

When shifting brand perceptions, it’s far more effective to deliver something tangible that requires the audience's involvement. The X-Ray Cast genuinely has both the brand (Anchor Milk) and consumer at the heart of the idea. We’ve created a fun and exciting change to an existing behaviour, putting a positive spin on an otherwise negative situation and identifying a clear way for Anchor to be a vehicle for education. We also wanted to affect the way the way kids understand and consider the brand/product, but more importantly their own health and diet, through participating with the X-Ray Cast.

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.