Cancer Research Uk Promo, Case study FASHION FORECAST by Mediacom London

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FASHION FORECAST

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Industry Against Cancer
Media Promo & PR, Case study
Market United Kingdom
Agency Mediacom London
Director Louise Martell, Nick Jefferies
Released July 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: CANCER RESEARCH UK
Product/Service: SUNSMART
Date of First Appearance: Jul 12 2010
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Media Manager: Edward Pizey (MediaCom)
Director: Louise Martell (MediaCom)
Associate Director: Victoria Appleby (MediaCom)
Director: Nick Jefferies (MediaCom)
Media placement: ASOS Fashion Forecast Hub - ASOS, Site, Newsletter, Social - July 2010
Media placement: Sunsmart Fashion Press - Bauer Press Titles Advertorials - July 2010
Media placement: Sunsmart Fashion Forecast Radio - Spots Baurer Radio Stations - July 2010

Insights, Strategy & the Idea
TEENS DON’T TAKE SKIN CANCER SERIOUSLY. THEY JUST WANT TO WEAR WHAT’S FASHIONABLE

Skin cancer kills thousands of young adults every year. If this uncomfortable fact makes you want to move swiftly on to the next entry, that perfectly encapsulates our challenge.

Sunburn is a big factor in developing skin cancer. We wanted our youthful target audience to protect themselves against sunburn, but as soon as they hear a message about cancer they switch off. Who wants a nice sunny day ruined by a message about melanoma? Especially an appearance-obsessed young person, for whom a tan is an essential part of looking good.

We needed to disrupt this youthful sense of immortality. But how?

Rather than try and change their attitude to sun-burn (a futile task), our strategy was to make clothes that would leave less of their skin exposed to the sun cool and desirable.

Creative Execution
WE MADE SUN-SAFE CLOTHES FASHIONABLE, BY PARTNERING WITH THEIR FAVOURITE ONLINE RETAILER, ASOS

We partnered with online fashion retailer ASOS to develop the “Fashion Forecast”, an online tool. ASOS’s influence is enormous - 400,000 of our target audience spend an average of 12 minutes with ASOS content every day.

The Fashion Forecast sat on the ASOS home page. Users input the occasion they wanted an outfit for (for example, a music festival), their celebrity style inspiration and the way their skin reacts in the sun. The tool offered a range of looks - fashionable but also safe - which they could click to buy. New looks were added throughout the summer in response to the latest trends.

Fashion Forecast was integrated into ASOS’ emails, newsletters, magazine, Facebook page and Twitter feeds to keep momentum up.

We used young women’s magazines, and used radio ads to drive traffic to the Fashion Forecast website.

Results and Effectiveness
WE ACHIEVED REAL BEHAVIOURAL CHANGE – WITH OVER 60% SAYING THEY WOULD DRESS DIFFERENTLY

We got SunSmart onto the radar of over half of UK 16-24s – measured via prompted awareness.

70,000 people visited the Fashion Forecast hub and interacted with the tool. Our survey showed that the vast majority found it “useful, informative and impactful”.

We delivered a shift in attitude – the number of people who agreed that sunburn increased the risk of skin cancer grew by nearly 20% to 94%.

Most importantly, The Fashion Forecast inspired a behavioural change – after interacting with the tool, 61% of young adults said they’d dress differently when going out in the sun.