Palmolive DM 3 STEP BREAST CHECK by GPY&R Sydney

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Industry Hygiene & Personal Care Products
Media Direct marketing
Market Australia
Agency GPY&R Sydney
Executive Creative Director Julian Watt, James Procter
Copywriter Fiona Hanks
Released September 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Date of First Appearance: Sep 21 2009 12:00AM
Entry URL:
Executive Creative Director: James Procter (George Patterson Y&R)
Executive Creative Director: Julian Watt (George Patterson Y&R)
Copywriter: Fiona Hanks (George Patterson Y&R)
Senior Interactive Designer: Mitchell Seeto (George Patterson Y&R)
Interactive Assoc Creative Director: Ray Jopson (George Patterson Y&R)
Account Director: Sally Kingi (George Patterson Y&R)
Interactive Designer: Andy Miller (George Patterson Y&R)
Interactive Producer: Jennifer Borres (George Patterson Y&R)
Developer: Terry Hibbert (George Patterson Y&R)
Business Director: Elaine McGrath (George Patterson Y&R)
Media placement: Packaging - On Shelf - September 2009
Media placement: Website - Online - 21st September 2009

Describe the brief/objective of the direct campaign.
The campaign centred around the product, a popular women’s shower product and breast cancer awareness. The brief was initiated leading up to National Breast Cancer Awareness month. The target audience was all women, new consumers and existing. The strategy was to further develop the relationship between women and the product by looking out for their health.

Explain why the creative execution was relevant to the product or service.
The idea was incredibly simple, marrying the product usage and the need for regular breast checks. What better time and place to check your breast for changes than in the shower? The idea was incredibly cost effective as it didn’t require massive media investment. The actual pack became the media vehicle and the directness of the product in hand, the shower ritual and the breast check makes it original.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Early detection is a major life saver for breast cancer, increasing chances of survival up to 96%. The idea was to draw attention to breast cancer awareness, and actually include a 3-step breast check on the pack. Never before had their been such a direct link between the product usage and the idea.

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.
This idea has been enthusiastically accepted by the National Breast Cancer Foundation. The idea was executed on over 20,000 packs nationally in the last quarter of 2009 and there is a commitment to continue the idea into 2010. At the time of inclusion, the product sales rose by 9%, a large increase relative to previous years. Due to the personal nature of breast cancer,it was not appropriate or possible to track actual detection results.