Title | THE BREAST CANCER SCREENINGS |
Brand | SKY TELEVISION NEW ZEALAND |
Product / Service | RIALTO CHANNEL |
Category | C06. Immersive Customer Experience |
Entrant | DDB 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 |
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 | DDB Group New Zealand | 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 |
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. Tears, which since helped the researchers apply for FDA approval.
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
The campaign gained global coverage with articles in the New York Times and Daily Mail. We reached 6, 111, 362 and earned $424,935 in free PR (the campaign only cost $10,000). Off the back of our campaign, 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 more 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.
We invited women to the cinema to watch an emotive film and donate their tears to breast cancer research that had found tears could be used to detect breast cancer. We created a premiere-like atmosphere for the event, re-branding the cinema and theming everything down to the popcorn cups. Hundreds of women attended and had their tears collected by researchers in lab coats after poignant moments in the movie.
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 many in this age group urned to first.