UNHOOK by Grey Hong Kong for CANCER FUND

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UNHOOK

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Industry Hospitals, Healthcare facilities & Medical Services
Media Direct marketing
Market Hong Kong SAR China
Agency Grey Hong Kong
Director Ringo Wong
Executive Creative Director Keith Ho
Creative Director Keith Lo
Copywriter Andy Wong
Producer Himberly Chan
Editor William Chan
Released October 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CANCER FUND
Product/Service: MEDICAL SERVICE
Agency: GREY HONG KONG
Date of First Appearance: Oct 4 2010
Entrant Company: GREY HONG KONG, HONG KONG
Entry URL: http://www.goodforyoureyes.net/cancerfund/in100/index.html
Executive Creative Director: Keith Ho (Grey)
Group Creative Director: Ray Lam (Grey)
Creative Director: Keith Lo (Grey)
Copywriter: Andy Wong (Grey)
Assistant Art Director: Michelle Woo (Grey)
Agency Producer: John Lo (Grey)
Director: Ringo Wong (Shower Film)
Cameraman: Ronnie Ching (Shower Film)
Producer: Himberly Chan (Shower Film)
Editor: William Chan (Post Office)
Music Composer: Billy Chan (Play Music)
Media placement: Viral - Youtube - 4 October 2010

Describe the brief/objective of the direct campaign.
Breast cancer is the most common cancer among women in Hong Kong. Most breast cancers occur in women over 50, but recently, younger women have also been afflicted. However, many conservative Chinese women are reluctant to get their breasts checked. The Hong Kong Cancer Fund wanted to remove this mental block and encourage women to get a check.

Women of all ages were targeted with an emphasis on younger age groups.

To overcome the mental resistance to getting a breast cancer check.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
YouTube games were created by an internationally awarded animator. Each video ends by asking the participant to unhook her bra – for a breast check. The decision she makes leads to another video showing the consequences. If the participant chooses not to unhook her bra, ‘devil’ bras keep chasing her. If she does unhook her bra, she is led to a video showing the benefits of early cancer detection.

By creating a talking point in Hong Kong with the game, we increased awareness of breast cancer among young women and tackled their reluctance to have a check.

Explain why the creative execution was relevant to the product or service.
The creative execution went to the heart of the Cancer Fund’s mission to overcome women’s reluctance to get a breast check.

The creative replicated the decisions women were making in real life – but in an engaging, creative and slightly risqué way that appealed to women and provoked discussion that forced women to face up to their personal reluctance to get a check.

The brand is expressing a serious message in a light-hearted way. This interesting game could appeal to women and encourage them to take an important decision.

We contacted our target group and shared the game through Facebook. After people played the game, they could share with their friends and make even more people aware of it.

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.
Within a short period after the launch, the game attracted 16,127 impressions on Facebook and YouTube. This campaign generated a genuine buzz among the public and online community and heightened awareness among women for the need for early detection of breast cancer and helped them to overcome their reluctance to get a check.