MOUSTACHES MAKE A DIFFERENCE by Tequila\ Singapore for SINGHEALTH FOUNDATION

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MOUSTACHES MAKE A DIFFERENCE

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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market Singapore
Agency Tequila\ Singapore
Art Director Reginald Ocampo
Copywriter James Holman Tbwa
Released October 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: SINGHEALTH FOUNDATION
Product/Service: MEN'S HEALTH AWARENESS
Agency: TBWA\TEQUILA SINGAPORE
Date of First Appearance: Nov 1 2010
Entrant Company: TBWA\TEQUILA SINGAPORE, SINGAPORE
Entry URL: http://our-idea.net/movember/award/index.html
Creative Directors: Gary Steele/Hagan de Villiers (TBWA\Tequila)
Art Director: Reginald Ocampo (TBWA\Tequila)
Copywriter: James Holman (TBWA\Tequila)
Illustrators: Sayed Ismail/Roger Tan (TBWA\Tequila)
Production Managers: Sally Sim/Allen Pattiselanno (TBWA\Tequila)
Account Service: Jaclyn Lee/Alrick Dorett (TBWA\Tequila)
Senior Manager / Partnership Development: Angela Chen (Sing Health Foundation)
Media placement: Poster - Offices - 1 November 2010
Media placement: Interactive - Website - 1 November 2010

Describe the brief/objective of the direct campaign.
Our challenge was to raise awareness for a charity effort that had never existed in Singapore before. While Movember might be popular in the US and Europe, it had no presence in Asia. We had one month to build awareness, and turn that awareness into meaningful support. The campaign’s primary target was men, aged 25 and above. Our secondary target was men and women of any age, who would show their support by donating money, or spreading the word about the cause. In terms of scope, the campaign was targeted at Singaporeans, with the capacity to reach an international audience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We couldn’t afford media space for our ads, so we needed to find a different way to spark the conversation. So we showed the ads to the most critical people on the Internet: ourselves. We uploaded them to AdsOfTheWorld.com, where Internet Experts dissect creative ads, and waited. The ads become a hot topic of discussion, and were quickly featured on literally thousands of blogs. To channel this exposure, our ads led the viewer to our campaign charity website, where people could make donations, become fans on Facebook, apply digital moustaches to their own photos, and chat with other fans.

Explain why the creative execution was relevant to the product or service.
We used the faces of famous moustached men from throughout history, and showed how much difference a moustache made to their persona, and our perception of them. This tied in well with the idea that growing a moustache in the month of Movember would make a huge difference to the lives of men suffering from health issues such as prostate cancer. These faces, and the art direction that made them so visually arresting, were carried through the campaign, and made all of our communications unique and immediately recognisable.

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.
Our ads were on every major advertising and design site within 24 hours, and websites as varied as USAToday.com, FFFFound, and over 12,000 Tumblr blogs. They made the top ten on Digg, and the front page of Reddit, where they received over 350,000 views alone. On Twitter, the work was mentioned every few seconds for over a week, with traffic for our charity website rising 5,900% overnight. In four weeks, the campaign generated funds almost equivalent to an entire year’s worth of donations.
Without a media budget, for an unknown charity, the value of the media earned was over $1,380,000.