THE BREAST CANCER SCREENINGS

Short List
TitleTHE BREAST CANCER SCREENINGS
ClientSKY TELEVISION NEW ZEALAND
Product / ServiceRIALTO CHANNEL
CategoryC01. Guerrilla Marketing & Stunts
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.

Creative 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

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

The campaign cost a total of $10,000 but we earned Rialto $424,935 in free PR. The campaign reached 6, 111, 362. Rialto subscriptions increased by 8.11% while subscriber churn went down 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 times last year. Over three hours at the event, The New Zealand Breast Cancer Foundation were able to collect over $800 But most importantly, the researchers were able to collect a huge sample bank of tears which they've already used in a number of tests to help the FDA approval process. Once the device is released it could save up to 400,000 women's lives a year.

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

We held a one-day event at a cinema where we collected women's tears, after playing them a Rialto movie. These tears were used to help advance breast cancer research. We had a limited budget for the event and integrated campaign that accompanied it, however the unconventional nature of the event meant in spite of this it was picked up by the likes of The New York Times and Daily Mail.

Rialto has an audience of predominantly older females. This is an audience they wanted to retain and expand on, being a group that still subscribes to analog TV. To show the power of their movies, Rialto felt it had to tackle an issue beyond the screen. One relevant to its target audience. New Zealand has one of the highest rates of Breast Cancer. So upon hearing about Ascendant's discovery Rialto choose to use its movies to help develop a more accurate test for breast cancer. To reach our target audience and tell them about the event we used traditional media such as TV, radio, and print. Feeling these were mediums our target audience were more attuned to.

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