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Industry Against Cancer
Media Direct marketing
Market Poland
Agency Serviceplan Poland
Creative Director Jakub Korolczuk, Ryszard Sroka, Rafal Gorski
Art Director Sunil Nair, Iza Koniarz
Copywriter Krzysztof Nienałtowski
Designer Adam Smerczyński
Producer Magdalena Gierej
Photographer Rafał Rebowski
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: CHANGE INTEGRATED, Warsaw, POLAND
Entry URL: http://www.utm.com.pl/magical_boobs_direct/
Art Director: Sunil Nair (Change Integrated Sp. z o.o.)
Copywriter: Krzysztof Nienaltowski (Change Integrated Sp. z o.o.)
Creative Director: Jakub Korolczuk (Change Integrated Sp. z o.o.)
Creative Director: Ryszard Sroka (Change Integrated Sp. z o.o.)
Creative Director: Rafal Gorski (Change Integrated Sp. z o.o.)
Designer: Adam Smerczyński (Change Integrated Sp. z o.o.)
Flash Developer: Konrad Grzegorzewicz (Change Integrated Sp. z o.o.)
Technical Director: Maciej Topolski (Change Integrated Sp. z o.o.)
Account Executive: Barbara Grabiwoda (Change Integrated Sp. z o.o.)
Account Executive: Adam Sosnowski (Change Integrated Sp. z o.o.)
Account Executive: Marcin Kozlowski (Change Integrated Sp. z o.o.)
Producer: Magdalena Gierej (Change Integrated Sp. z o.o.)
Photographer: Rafal Rebowski (Rafal Rebowski)
Art Director: Iza Koniarz (Change Integrated Sp. z o.o.)
Media placement: Interactive Online Content - Erotic Website: Erotyka.wp.pl - 15.03.2010

Describe the brief/objective of the direct campaign.
Breast cancer kills thousands of women each year. Each year there are campaigns aimed at women to remind and encourage them about breast self-examination. Female campaigns targeted at a female audience. Where are men in this? Breast cancer concerns our wives, mothers and partners, so it does concern men as well. Our strategy was to include men in breast cancer prevention and provide them with a role they can actively take. Our key insight was: men are big kids who learn best when playing. You teach them and they do not follow – you engage them and they do great.

Explain why the creative execution was relevant to the product or service.
Most breast cancer campaigns are female campaigns targeted at female audiences. Our strategy was to target men in breast cancer prevention and provide them with a role they can actively take. Therefore we chose a place men often visit - erotic website.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We placed naked pictures of a model in the adult gallery of wp.pl, one of the most popular portals in Poland. The model invites you to play with her breasts which appear to be sensitive to the movement of the mouse. In the next few steps the model prompts you to do the moves that you have to make to please her more. In the last picture you discover the model was actually teaching you how to do a breast examination. After the training you could download a list of medical centres, just in case you find any lump.

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.
As a result, Edyta, the girl with magic boobs, trained almost 175 000 men in just one week. A conventional, offline training would cost 35 € each. So it would take around 6 000 000 € to train all of our audience offline. And still, no guarantee they would want to participate in the first place. We spent only 1 300 € and men keep coming back eager to train again and again...