Coppafeel!: BOOB HIJACK by Archibald Ingall Stretton... for Coppafeel!

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Coppafeel!: BOOB HIJACK

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Industry Public awareness, Charities, Foundations, Volunteers, Against Cancer
Media Promo & PR
Market United Kingdom
Agency Archibald Ingall Stretton...
Art Director Laila Milborrow
Copywriter Paul Pearson, Rishi Dastidar
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Special Events and Stunt/Live Advertising Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser/Client: COPPAFEEL!
Product/Service: BREAST CANCER CHARITY
Entrant Company: archibald ingall stretton... London, UNITED KINGDOM
Media Agency: archibald ingall stretton... London, UNITED KINGDOM

Founding Partner: Steve Stretton (archibald ingall stretton...)
Copywriter: Paul Pearson (archibald ingall stretton...)
Art Director: Laila Milborrow (archibald ingall stretton...)
Copywriter: Rishi Dastidar (archibald ingall stretton...)
Graphic Designer: Darren Rackham (archibald ingall stretton...)
Group Account Director: Liz Barnsdale (archibald ingall stretton...)
Account Director: Natalie Powell (archibald ingall stretton...)

Results and Effectiveness:
The remarkable results show that around the world, not only men, but women too, found this viral content irresistible.

The live hijack viral had over 300,000 viewers in its first week and was picked up on hundreds of blogs across the world. This saw a 75% increase in website visits compared to the rest of October.

With the smallest of budgets (£10K) the campaign created over £1.5 million of media coverage in October (ROI 150/1). And over 2.5 million people heard about the CoppaFeel! message through the campaign (ROI 250/1).

But more importantly of course, it might have save lives.
Creative Execution:
Our theory was that if a young woman’s partner is aware of the issue and pesters them continually, we would potentially double the chance of getting young women to remember to keep checking their breasts for abnormalities.

But we knew for the men to take any notice, we had to do it in as provocative, disruptive and memorable way as possible.

So, we hit the men right between the eyes (or legs), by ‘hijacking’ the BangBabes televised sex line.

Our spoof caller (X Factor voiceover guy Peter Dickson), asked the ‘well-equipped’ model provocative and leading questions about examining her breasts.

We then loaded the film on Vimeo, emailed it to our database of 50,000 male students and blogged and tweeted it constantly for a week.

We supported the film offline by creating a boob hijack pack that allowed CoppaFeel!’s very own Boob-Team student volunteers the chance to hijack every single pair of boobs in the country.
Insights, Strategy and the Idea:
CoppaFeel! is the breast cancer charity set-up by a 23 year-old cancer sufferer, Kris Hallenga.

The charity’s No1 aim is to reduce the incidence of late detection or misdiagnosed breast cancer. And to inform young women about the disease and risks, while giving them the confidence to seek professional advice when they think something's wrong.

Our challenge in the launch year was to raise awareness that breast cancer doesn’t discriminate against age and get the message across to young women, fast. All on a shoe-string budget of £10k.

But with the sheer volume of charity campaigns and ‘cancer’ messages in the market, we would fail to get the cut-through we needed, if we approached it in the traditional way.

So, instead of targeting young women, we decided to break the mould and target their young male partners instead. Shocking them out of any potential complacency – “it would never happen to my girlfriend”.