Foundation Against Cancer Case study Midnight Switch by DALLAS Antwerp

Midnight Switch

Pin to Collection
Add a note
Industry Against Cancer
Media Case study
Market Belgium
Agency DALLAS Antwerp
Director Dieter Cottenies
Creative Director Koen Van Deun, Johan Roelandt
Client Service Director Patrick Clymans
Released June 2011

Awards

Caples Awards 2012
Digital Digital Content Bronze

Credits & Description

Advertiser: FOUNDATION AGAINST CANCER (BELGIUM)
Agency: DALLAS ANTWERP
Category: Best use or integration of experiential events
Creative Director: Johan Roelandt (Dallas Antwerp)
Marketing Manager: Greet Wachters (Foundation Against Cancer)
Director: Dieter Cottenies (Blueduck)
Client Service Director: Patrick Clymans (Dallas Antwerp)
Creative Director: Koen Van Deun (Dallas Antwerp)

Campaign Description
Branded TV content is strongly regulated in Belgium. As is product placement. To get your message across in something else than a bought 30 second TV commercial slot without any real budget, you have to make sure your content attracts attention in other media first - which is exactly what we did.After going viral online, several Belgian TV stations picked up our spot and broadcasted it as entertainment.

Implementation
We created a short movie called 'The Midnight Switch' in which we brought 5 young couples to what appeared to be a nice holiday in the sun. What the boys didn't know was that their mothers in law had secretly followed them on the next airplane. In the middle of the night, we had the girlfriends leave the bed and switch with their mothers. We made clear what would happen early on in the movie, so the viewers were encouraged to watch it through and discover the reactions of the poor boys. In doing so they received our main message about skin cancer and tanning: If your girlfriend doesn't protect herself from the sun, she'll look like her mom way too soon.

Effectiveness
Young girls are well aware of the risks of excessive sun exposure. But they fail to act like it.Armed with a small budget and lacking any paid media, we needed to find a new approach. Wetargeted their boyfriends. We showed them what would happen in their girlfriend didn't protectherself enough: Her skin would age and she would look like her mother way too soon. To drive this message home, we created the Midnight Switch.We invited 5 young couples to what appeared to be a nice holiday in the sun. What the boys didn't know was that their mothers in law had secretly followed them on the next airplane. In the middle of the night we had the girlfriends leave the bed and switch with their mothers. Leaving each unsuspecting boyfriend to wake up next to his mother in law. All this was filmed with hiddencameras, edited and seeded through both health related and mainstream blogs and social media.By creating a viral that in the first place appealed to the boyfriends we successfully managed toconvey our life-saving message to our target audience. The +1.8 million views on YouTube resulted in our film appearing on national TV and radio.

Outcome
With no media budget whatsoever we managed, solely through the strong and relevant content of our movie to not only go viral online but more importantly have our spot broadcast on Belgian national television.