Rialto Channel Ambient, Case study The Breast Cancer Screenings, 2 by DDB Auckland

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The Breast Cancer Screenings, 2

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Industry TV Channels/Radio Stations and Programmes, Against Cancer
Media Ambient, Case study
Market New Zealand
Agency DDB Auckland
Chief Creative Officer Damon Stapleton
Executive Creative Director Shane Bradnick
Creative Director Brett Colliver, Mike Felix, James Conner, Christie Cooper
Art Director Jake O’Driscoll
Copywriter Sylvia Humphries
Released September 2016

Awards

Cannes Lions 2017
PR Practices & Specialisms: Sponsorship & Partnership Silver Lion

Credits & Description

Title: The Breast Cancer Screenings
Agency: Ddb Group New Zealand
Brand: Rialto Channel
Country: New Zealand
Entrant Company: Ddb Group New Zealand, Auckland
Advertising Agency: Ddb Group New Zealand, Auckland
Media Agency: Ddb Group New Zealand, Auckland
Pr Agency: Mango, Auckland
Production Company: Ddb Group New Zealand, Auckland
Additional Company: New Zealand Breast Cancer Foundation / Ascendant Dx, Spingdale
Chief Creative Officer: Damon Stapleton (Ddb Group New Zealand)
Executive Creative Director: Shane Bradnick (Ddb Group New Zealand)
Creative Director: James Conner (Ddb Group New Zealand)
Creative Director: Christie Cooper (Ddb Group New Zealand)
Executive Producer: Judy Thompson (Ddb Group New Zealand)
Creative Director: Mike Felix (Ddb Group New Zealand)
Creative Director: Brett Colliver (Ddb Group New Zealand)
Lead Business Partner: Nikki Mckelvie (Ddb Group New Zealand)
Digital Producer: Johannes Gertz (Ddb Group New Zealand)
Digital Design Technologist: David Kirschberg (Ddb Group New Zealand)
Agency Producer: Alva Casey (Ddb Group New Zealand)
Sound Engineer: Dan Partington (Ddb Group New Zealand)
Head Of Digital Design: Jason Vertongen (Ddb Group New Zealand)
Digital Director: Liz Knox (Ddb Group New Zealand)
Senior Business Manager: Demi Nielsen (Ddb)
Art Director: Jake Odriscoll (Ddb Group New Zealand)
Copywriter: Sylvia Humphries (Ddb Group New Zealand)
Business Manager: Bella Mcdonald (Ddb Group New Zealand)
Agency Producer: Jane Mill (Ddb Group New Zealand)
Editor: Steve Gulik (Ddb Group New Zealand)
Editor: Mark Tretheway (Ddb Group New Zealand)
General Manager: Sean Brown (Mango)
Account Manager: Max Burt (Mango)
Illustrator: Minky Stapleton (Minky Stapleton)
Photographer: Mat Baker (Mat Baker Photography)
General Manager: Roger Wyllie (Rialto Channel)
Ceo: Van Henderson (New Zealand Breast Cancer Foundation)
Research & Communications Manager: Adele Gautier (New Zealand Breast Cancer Foundation)
Ceo: Omid Moghadam (Ascendant Dx)
Chief Scientist: Anna Daily (Ascendant Dx)
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 SeptemberPlayed 1493 times across 23 channelsAnimation:Saturday 1st OctoberPlayed 57 times on Rialto Channel onlyPrint ADs:Alexia: 30th Oct - Herald on Sunday. Nic: 31st Oct - NZ HeraldLiz: 31st Oct - NZ Herald Sponsored content – Mon 10th OctoberStuff and Herald on SundayEvent- Tue 1st November Academy CinemasPosters-Tue 1st NovemberAcademy Cinemas
Relevancy:
To earn PR for Rialto we used the power of their movies to make a difference to an issue in the real world, one relevant to Rialto's target audience of older women, breast cancer.By connecting two things which have never been connected before- movies and breast cancer - we were able to capture the imagination ofmedia around the world, including The New York Times and Daily Mail.
Synopsis:
More movies are being produced than ever. But despite this increase in quantity, there has not been a corresponding increase in quality. This, combined the fact every movie ever made is now available at a click, means it's never been harder to pick a good movie. Rialto Channel wanted to remind people they carefully curate films for their audiences, good films which have the power to affect people on a deeper level. They wanted a campaign that would illustrate the power of their films to move their audience.At the same time, we discovered researchers had found tears could be used to detect breast cancer with up to a 90% accuracy rate. They'd developed a unique tear testing device, Melody, which doctors could use to test women for breast cancer.However, the researchers were struggling to collect enough tears to assess the test, preventing them from applying for FDA approval.
Outcome:
Tier one: The campaign received blanket coverage in New Zealand, with stories run by four of our five largest media houses, reaching 2.5 million people in a nation of four million. Sentiment across coverage generated was 100% positive, and 100% of coverage generated in the New Zealand market incorporated a comment from a Rialto Channel spokesperson or Rialto Channel branding. Internationally, the story reached the USA, Australia, the UK, India and Singapore. All coverage, both locally and internationally, explained the research Ascendant DX is producing and the purpose of the Breast Cancer Screenings.The call to action of this campaign was to encourage women to attend the Rialto Channel Breast Cancer Screenings and donate their tears to clinical research. To that end, the campaign resulted in 405 people attending the screenings, with 400 viable tear donations collected.Tier2: The sentiment of women attending the event was overwhelmingly positive, with many expressing their desire for Ascendant DX’s method to be implemented in clinics nationwide. Comments from attendees to that effect were captured in broadcast vox pops on both National TV and radio. Tier3: 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. 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.
Strategy:
Rialto has a predominantly female audience. This is an audience they wanted to retain and expand on. Rialto felt it had to tackle an issue beyond the screen. One relevant to its target audience, and New Zealand has one of the highest rates of Breast Cancer in the world. We knew a lot of Rialto's audience were both older and more highly educated, drawing them to media like print. So we heavily PR-ed the event in print in the lead up to 'The Breast Cancer Screenings' with articles in the magazine The Denizen, the Sunday Star Times and the New Zealand Herald. On the day, we invited reporters to the event and received coverage on a number of prime time national news programs. The story was then picked up internationally by The New York Times and Daily Mail.
Campaign Description:
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.