Cannes Lions
OGILVY & MATHER MELBOURNE, Melbourne / EGO PHARMACEUTICALS / 2015
Awards:
Overview
Entries
Credits
Description
A staggering 79% of cancers in Australia are caused by the sun’s ultra-violet rays. However, many Australians still fail to protect themselves against the harsh Aussie sun.
Our primary objective was to raise awareness of this fact and encourage Sydney beachgoers to take adequate steps to protect themselves from the sun, while also driving trial of the SunSense sunscreen. Finally, we wanted to elevate sales of SunSense in the local area.
Execution
We wanted to take our skin cancer awareness message to the place it would be most thought provoking –the beach.
But we couldn’t simply put a billboard on Tamarama beach. We needed to do something bigger and better. So, we entered a sculpture competition. The world’s largest outdoor sculpture exhibition in fact.
Our 24 meter frying pan was then seen by over 500,000 visitors to the 3 week long festival and millions more sunbakers around the world.
A cost effective idea with a $60,000 spend on a sculpture on one of the most famous beaches in Australia as opposed to just another billboard.
Outcome
This attention-grabbing installation attracted over 500,000 visitors, 20,000 samples were handed out and TV news coverage reached 16% of the Australian population as well as huge unanticipated attention around the globe. The combined impact led to 63% increase in our website traffic, a 6% increase in sales in the local area and a 10.5% increase in sales across the state compared to last year. The image of our frying pan has been used all over the internet and was the main image used in a Global warming debate in the UK.
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