THE BREAST CANCER SCREENINGS

Bronze Spike

Case Film

Presentation Image

TitleTHE BREAST CANCER SCREENINGS
ClientSKY TELEVISION NEW ZEALAND
Product / ServiceRIALTO CHANNEL
CategoryA05. Media & Publications
EntrantDDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
PR MANGO Auckland, NEW ZEALAND
Additional Company RIALTO CHANNEL Auckland, NEW ZEALAND
Additional Company 2 NEW ZEALAND BREAST CANCER FOUNDATION, NEW ZEALAND
Additional Company 3 ASCENDANT DX Springdale, USA

The Campaign

Nothing exemplifies the power of a good movie like its ability to makes us cry. So we decided to show just how powerful the effect of a good movie could be.We had Rialto partner with researchers and The Breast Cancer Foundation to create ‘The Breast Cancer Screenings’. A research event, in a cinema, playing Rialto films designed to make women cry, with researchers on hand to collect their tears.

Execution

First, Rialto Channel themed their entire channel with weepy movies over breast cancer awareness month. We then launched an integrated campaign that encouraged women to watch these movies on Rialto, sign up for a free ticket to our event online and come along to donate their tears at the end of the month. TV: Saturday 24th September Played 1493 times across 23 channels Animation: Saturday 1st October Played 57 times on Rialto Channel only Print ADs: Alexia: 30th Oct - Herald on Sunday. Nic: 31st Oct - NZ Herald Liz: 31st Oct - NZ Herald Sponsored content – Mon 10th October Stuff and Herald on Sunday Event- Tue 1st November Academy Cinemas Posters- Tue 1st November Academy Cinemas

Tier one: The campaign received blanket coverage in New Zealand, with stories run by four of our five largest media houses, reaching 2.5 million people in a nation of four million. Sentiment across coverage generated was 100% positive, and 100% of coverage generated in the New Zealand market incorporated a comment from a Rialto Channel spokesperson or Rialto Channel branding. Internationally, the story reached the USA, Australia, the UK, India and Singapore. All coverage, both locally and internationally, explained the research Ascendant DX is producing and the purpose of the Breast Cancer Screenings. The call to action of this campaign was to encourage women to attend the Rialto Channel Breast Cancer Screenings and donate their tears to clinical research. To that end, the campaign resulted in 405 people attending the screenings, with 400 viable tear donations collected. Tier2: The sentiment of women attending the event was overwhelmingly positive, with many expressing their desire for Ascendant DX’s method to be implemented in clinics nationwide. Comments from attendees to that effect were captured in broadcast vox pops on both National TV and radio. Tier3: Rialto subscriptions increased by 8.11% while subscriber churn declined by 24.6% (compared to the same month last year). Meanwhile, Rialto's site traffic increased by 63.5% and new site visits went up 32.4% on the same time last year. All in all the campaign cost $10,000 but we earned Rialto $424,935 in free PR. Most importantly, the researchers received a huge sample bank of tears.

The Situation

To earn PR for Rialto we used the power of their movies to make a difference to an issue in the real world, one relevant to Rialto's target audience of older women, breast cancer. By connecting two things which have never been connected before- movies and breast cancer - we were able to capture the imagination of media around the world, including The New York Times and Daily Mail.

The Strategy

Rialto has a predominantly female audience. This is an audience they wanted to retain and expand on. Rialto felt it had to tackle an issue beyond the screen. One relevant to its target audience, and New Zealand has one of the highest rates of Breast Cancer in the world. We knew a lot of Rialto's audience were both older and more highly educated, drawing them to media like print. So we heavily PR-ed the event in print in the lead up to 'The Breast Cancer Screenings' with articles in the magazine The Denizen, the Sunday Star Times and the New Zealand Herald. On the day, we invited reporters to the event and received coverage on a number of prime time national news programs. The story was then picked up internationally by The New York Times and Daily Mail.

Credits

Name Company Position
Damon Stapleton DDB Group New Zealand Chief Creative Officer
Shane Bradnick DDB Group New Zealand Executive Creative Director
Brett Colliver DDB Group New Zealand Creative Director
Mike Felix DDB Group New Zealand Creative Director
Christie Copper DDB Group New Zealand Creative Director
James Conner DDB Group New Zealand Creative Director
Sylvia Humphries DDB Group New Zealand Copywriter
Jake O'Driscoll DDB Group New Zealand Art Director
Nikki McKelvie DDB Group New Zealand Lead Business Partner
Demi Nielsen DDB Group New Zealand Senior Business Manager
Bella McDonald DDB Group New Zealand Business Manager
Judy Thompson DDB Group New Zealand Executive Agency Producer
Alva Casey DDB Group New Zealand Agency Producer
Jane Mill DDB Group New Zealand Agency Producer
Steve Gulik DDB Group New Zealand Editor
Mark Tretheway DDB Group New Zealand Editor
Dan Partington DDB Group New Zealand Sound Engineer
Liz Knox DDB Group New Zealand Digital Director
Johannes Gertz DDB Group New Zealand Digital Producer
Jason Vertongen DDB Group New Zealand Head of Digital Design
David Kirschberg DDB Group New Zealand Digital designer
Sean Brown Mango General Manager
Max Burt Mango Account Manager
Minky Stapleton Minky Stapleton Illustrator
Mat Baker Mat Baker Photography Photographer
Roger Wyllie Rialto Channel General Manager
Van Henderson The New Zealand Breast Cancer Foundation CEO
Adele Gautier The New Zealand Breast Cancer Foundation Research and Communications Manager
Omid Moghadam Ascendant Dx CEO
Anna Daily Ascendant Dx Chief Scientist