Cannes Young Lions - Final Presentation - Paul Den & Kristine Ballensky
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Cannes Young Lions - Final Presentation - Paul Den & Kristine Ballensky
- 1. HELLO.
- 2. THE TASK 1) Get people talking about MCRI 2) Drive donations People care about today, tomorrow can wait You can’t SEE research
- 3. How do we make “preventative” a priority? THE CHALLENGE
- 4. THE INSIGHT The moment a child is hurting, parents would do anything to prevent it from happening again.
- 5. STRATEGY Own this moment of parental reaction to highlight the importance of prevention.
- 6. Australia’s first charitable BAND-AIDS. Worn by kids…for kids. THE BIG IDEA
- 7. HAPPY HEALTHY BAND-AIDS Our Brand DNA Parental Truth Connection point between parents and kids Connection point between awareness and donation
- 8. HAPPY HEALTHY PRODUCT • Five Happy Healthy colours inside every box • Pamphlet detailing MCRI initiatives • Options to sign-up online to donate untied or coloured HAPPY HEALTHY DISTRIBUTION • Leveraging J&J in- store network • Default Hospital Band-Aid • Integration within schools HAPPY HEALTHY MEDIA • Weekly Editorial Sarah Murdoch – Colour different research theme • Sampling band-aids within Print • Kidspot Gallery Showcase – “My Happy Healthy Kid”
- 9. CAMPAIGN SUCCESS 20 Band-Aids per box = 10M impressions 2,500 ongoing new donors in database Earned Media 500,000 Band-Aid boxes sold $3,300,000 (Untied Donations) Donations
- 10. 1) It’s both campaignable and a future proof solution 2) Earned media at the core 3) Beneficial to both J&J and MCRI 4) Drives donations and awareness simultaneously 5) It’s unique to the Murdoch Childrens Research Institute WHY THIS WORKS?
- 12. SUMMARY INSIGHT The moment a child is hurting, parents would do anything to prevent it from happening again. STRATEGY Own this moment of parental reaction to highlight the importance of prevention. CHALLENGE How do we make “preventative” a priority? BIG IDEA HAPPY HEALTHY BAND-AIDS
Editor's Notes
- Fell off the monkey barsDidn’t tie my shoelaces properlySkated too fast My kindergarten girlfriend was chasing me
- Future proofing – Your business Our researchers are custodians of the future, but people tend to worry about today and tomorrow can wait. Take insurance for example, people know they need it, but figure they’ll “deal with it if something happens”You can’t SEE research. People are much more likely to donate to a cause with tangible benefits. Research can take many years to show tangible benefits, making it really hard to convince people to donate.
- We spoke to mums and dads.
- Sometimes a this is a quick fix, but what about things that can’t be fixed with a band-aid?
- Our brand DNAParental truthConnection point between parents and kidsConnection point between donations and awareness
- Based on bandaid market in Australia which is 16 million and J&J’s market share. 2,500 ongoing donors – 0.25%