Product/Service: CHARITY SERVICES
Entrant Company: McCANN ERICKSON LONDON, UNITED KINGDOM
Sales Promotion/Advertising Agency: McCANN ERICKSON LONDON, UNITED KINGDOM
Name Company Position
Brian Fraser Mccann Erickson London Executive Creative Director
Simon Learman Mccann Erickson London Executive Creative Director
Cameron Mitchell Mccann Erickson London Creative Director
Elliot Harris Mccann Erickson London Creative Director
Mark Fallows Mccann Erickson London Director Of Digital Content
Ben Howarth Mccann Erickson London Designer
David Shanley Mccann Erickson London Lead Developer
Mark Duwe Mccann Erickson London Developer
Lewis Taylor Mccann Erickson London Graduate Developer
Lino Bittencourt Mccann Erickson London Project Manager
Simon Hill Mccann Erickson London New Business Director
Eleanor Tylee Mccann Erickson London New Business Co-Ordinator
Mark Edmonds Mccann Erickson London Creative Services Director
Describe the brief from the client:
The objective was to develop a campaign to talk to young people about the dangers of skin cancer, what causes it and how it can be prevented. This is a category usually very sceptical of traditional health or charity advertising, and that wouldn’t normally be reached through conventional media.
Describe how the promotion developed from concept to implementation:
To drive traffic to the site, we developed an infomercial offering free online tanning sessions at computertan.com. This was sent out as an email to over 10,000 address. This was seeded across the web as well as key bloggers together with an extensive national PR campaign. 25,000 flyers offering free
tanning sessions were distributed and the film was displayed on 50 digital cross track panels in 10 London Underground stations and on 1000 London black taxi screens. Online banners were positioned on 250 key websites receiving over 17million page impressions. In a second wave of activity, an iPhone application was launched and sent out to our email database with further supporting online advertising.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The site attracted over 402,000 visitors from 190 countries, registering over
1.5million page views, with an average dwell time of 2 minutes 15 seconds. Since its launch, 262 blog posts have been logged. 7million people were exposed to CBS digital cross tracks, 700,000 more through London Cab vision and we achieved over 17million page impressions from online banners. Our PR campaign delivered national coverage in The Sun, The Independent, The Daily Express, The Guardian, on BBC News and on BBC Radio One. International coverage included 66 specialist stories varying from The New Zealand Herald, Fox US and Yahoo News.
Explain why the method of promotion was most relevant to the product orservice:
Our core audience of 16-30yr olds are traditionally unresponsive to health-focused/charity messages. We needed to bypass their natural cynicism to get the charity’s message across.
The Ambient Advert titled COMPUTERTAN was done by Mccann-erickson London advertising agency for brand: Skcin in United Kingdom. It was released in the Jun 2009.