‘COLIN SPLODGE AND THE SIZZLEDODGE’

Title‘COLIN SPLODGE AND THE SIZZLEDODGE’
BrandEDGEWELL - BANANA BOAT
Product / ServiceBANANA BOAT SUNSCREEN
CategoryB01. Use of Ambient Media: Small Scale
EntrantJ. WALTER THOMPSON Sydney, AUSTRALIA
Idea Creation J. WALTER THOMPSON Sydney, AUSTRALIA
Production J. WALTER THOMPSON Sydney, AUSTRALIA

Credits

Name Company Position
Simon Langley J.Walter Thompson Sydney Executive Creative Director
Jay Morgan J.Walter Thompson Sydney Digital Creative Director
Steven Hey J.Walter Thompson Sydney Senior Writer
Dylan Soopramania J.Walter Thompson Sydney Senior Art Director
Nick Doring J.Walter Thompson Sydney Designer
Matthew Scott J.Walter Thompson Sydney Designer
Lillian Davidson J.Walter Thompson Sydney Print Producer
David Follett Watermark Illustrator

The Campaign

The first ever sun-activated kid’s book, ‘Colin Splodge and the Sizzledodge’ is fun story built around important sun safety advice for families, with an extra, innovative twist. The pages of the book were printed with special UV-reactive ink, to only reveal the hero character and a key sun safe tip when they’re exposed to sunlight. So when the Sizzledodge character is visible, children are reminded they need to wear their sunscreen, put on a hat and find the shade. Importantly, the book was designed for Mum to read along with her children.

Creative Execution

The book was published for distribution to Australian families. It was launched at Australia’s most famous beach – Bondi Beach – a with a reading from well-known mum and TV star Madeline West, and was available for parents to order to order via mammamia.com, supported by a digital and social campaign.

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

• Mum’s positively received the education messaging. The campaign scored in the top ten percent of Kantar Millward Brown’s database on areas such as: delivering new information, delivering credible information and improving likelihood to purchase Banana Boat. • Commentary on social media was overwhelmingly positive – a major turnaround from the previous year’s social media firestorm. • Media coverage reinforced this positive reception with outlets praising Banana Boat for taking on a leadership role in the category. • While more education needs to be done, Banana Boat knows it has a way to positively educate both parents and children – and one it intends to invest in again in Summer 2017.

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

Given the target audience challenge we couldn’t broadcast our message widely in traditional channels. In this case, the children themselves became the medium for this positive sun safety message. Creating a real kid’s book meant that families could enjoy something fun together while learning important information about sun safety, and the UV-reactive ink made the experience unique and magical as well as being an effective device to educate both parents and children. The book was distributed as a promotional item online and through POS, and was supported by a digital and social campaign.

Banana Boat had a delicate challenge on its hands. Kantar Millward Brown identified that the issue was that people weren’t complying with application guidelines (quantity and reapplication). But how do you tell Mum – Banana Boat’s core audience – that they may have put their children at risk? Mums were already angry with Banana Boat; anything perceived to be blame shifting risked further harm to the brand. But as market leader Banana Boat had a responsibility to help Australians to be sun safe. We couldn’t educate Mum directly, but we did know someone she would be more receptive to – her children. Children are constantly telling Mums what they’ve learned at school. Was there a way we could leverage an existing behaviour to expose Mums to education messaging? This lead us to our core strategic approach: get children to educate their parents on sunscreen application.

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