The media category, now it its second year, is judged based on the teams’ analysis of the target, the key insight, the innovative media solution and the judges’ perception of the strategy’s likely results. The winning team, media planner Sarah Fitzgerald and art director Beverley Gallant of Cossette Atlantic, developed a plan to connect with adults 35 to 54 years old (with annual household incomes of over $60,000), comprised of print ads, direct mail, search, online display ads and an interesting OOH component.
The print portion included both newspaper and magazine executions. The newspaper ad instructed readers to fold it at certain points to change the message from ‘Families Without Medicine’ to ‘Families With Medicine,’ highlighting the notion that even a small action can make a change.
Two bandages covering the ‘out’ in ‘without’ similarly changed the message in the magazine ad.
Rolled up bandages reading ‘help us’ were sent out for the direct mail component. The SEM campaign used words related to the target (such as ‘restaurants’) rather than charities with sponsored links.
Bandage-themed leaderboard and big box ads, which interact using a voken (virtual token) and connect to the print messaging were used online.
The media solution was rounded out with an OOH execution relying on the target’s tendency to travel – barrier lines at airport check-ins were transformed into bandages with related messaging.
‘Our whole strategy started based on the speech the president of Doctors Without Borders gave when they won the Nobel Peace Prize,’ explains Fitzgerald. ‘He had a line in there about how it comes down to one bandage at a time, one suture at a time, one vaccination at a time, so that quote really gave us a jumping off point for the idea that something as small as a bandage could make such a big difference.’
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