Canteen Nz DM MAGNIFICENT MEMORY MACHINE by M&C Saatchi Auckland

Adsarchive » DM » Canteen Nz » MAGNIFICENT MEMORY MACHINE

MAGNIFICENT MEMORY MACHINE

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers, Against Cancer
Media Direct marketing
Market New Zealand
Agency M&C Saatchi Auckland
Executive Creative Director Dave King
Art Director Frances Cooke
Copywriter Wicky Tafau
Photographer Stephen Langdon
Released July 2011

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: CANTEEN
Product/Service: YOUTH CANCER CHARITY
Agency: M&C SAATCHI
Executive Creative Director: Dave King (M/C Saatchi)
Art Director: Frances Cooke (M/C Saatchi)
Copywriter: Wicky Tafau (M/C Saatchi)
Planning Director: Tony Burt (M/C Saatchi)
Planner: Jenna Mein (M/C Saatchi)
Group Account Director: Lou Devine (M/C Saatchi)
Account Manager: Katya Frolova (M/C Saatchi)
Designer/Retoucher: Luke McArthur (M/C Saatchi)
Digital Producer: Matthew Ravenhall (M/C Saatchi)
IT/Technology: Lisa Coleman (M/C Saatchi)
Photographer: Stephen Langdon (Reload)
3D/Retoucher: Kevin Hyde
Modeller/Production: (Threesixty Limited)
Online: (Supply)
Media placement: Posters - Teaser - Bus Shelters - 11 July 2011
Media placement: Ambient - Installation At Sylvia Park, Auckland - 18 July 2011
Media placement: Posters - Launch - Bus Shelter - 18 July 2011
Media placement: Billboard - Launch - 6 X 3 Auckland, Wellington & Christchurch - 18 July 2011
Media placement: Press - NZ Herald, Dominion Post, Otago Daily Times - 18 July 2011
Media placement: Online Banners - NZ Herald, Stuff, Otago Daily Times, TradeMe, NZDating, Facebook, Google Search - 18 July 2011
Media placement: Website - - 18 July 2011
Media placement: Facebook - Http://www.facebook.com/canteenNZ - 18 July 2011
Media placement: Text Function - Mobile - 18 July 2011
Media placement: Radio - 15sec And Live Crossover - The Edge FM - 19the And 22nd July

Describe the brief/objective of the direct campaign.
Two large earthquakes rocked New Zealand’s South Island. Everybody rallied together to help their fellow Kiwis. This meant a huge drop in donations to charities, including CanTeen who help young people with cancer. The challenge was to remind New Zealanders that young people living with cancer still needed help, to ask them to donate to CanTeen, and to raise the brands awareness before their main charitable drive.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Everybody has bad memories. Especially teenagers living with cancer. The day they were diagnosed with cancer, the night they were in hospital instead of at the school ball. So we built a Magnificent Memory Machine that could swap horrid memories for good ones. Users sent a text code to activate the machine; entered their bad memory, the machine then destroyed it and replaced it with a new memory, printed on a ticket. Memories ranged from “feel good” memories, to Grand Memories like a V8 experience. Texts cost $3, which went directly to CanTeen. A virtual machine operated identically on Facebook.

Explain why the creative execution was relevant to the product or service.
The Magnificent Memory Machine was exactly that, both magnificent and memorable. It was a real, working steampunk-inspired machine, which swapped memories in malls across New Zealand, during the school holidays. It was the perfect time for CanTeen to get in touch with families while they shopped. But, it did more than that. It created quite a stir, receiving national TV news coverage and appearing in various news publications. Posters, radio, print, banners and billboards directed people to both the touring machine and the Facebook machine.

Link to web banner: http://mcsdigital.net.nz/canteen/CAN003/160x600-banner.html

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

Over the 4-week campaign period, the campaign site received over 5,000 visitors. Of those, 85% were unique visitors contributing to 6,275 unique page views, with an average engagement time of nearly 2 minutes. During the course of the campaign, CanTeen’s Facebook fan base also grew to over 10,000, showing that CanTeen could still achieve a strong brand presence during a time when most of New Zealand was supporting Christchurch after the South Island earthquakes.