CanTeen shows cancer who's boss in latest integrated campaign via Match Media Sydney, MCM and Marlin Communications Sydney
Match Media joins with MCM to launch a new campaign for CanTeen's National Bandanna Day. The "Show Cancer Who's Boss - Buy a Bandanna" campaign will kick off on the 20th of October and run on radio, magazines and online.The idea created by Marlin Communications was to get consumers to see National Bandanna Day in a new light; to encourage Bandanna wearers to rock out, rock on, and stick out their tongues.
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Given this creative concept Match formed a partnership with MCM,
understanding that they had the capabilities to reach over 220 radio
stations along with being the biggest provider of premium online video
in Australia. A 30-second online TVC was produced by MCM using the
talent of Andrew G and this will be placed across the entire Digital
Entertainment Network which includes Vevo, Take 40, YouTube, The Hot
Hits, Facebook and ninemsn and will run from the 20th to the 26th
October in the lead up to and including National Bandanna Day.
In addition to the radio and online partnership, magazines were identified as a key channel for their target. By positioning the campaign into key women's magazine titles, the campaign has seen a strong recruitment of National Bandanna Day ambassadors whilst also driving Bandanna sales throughout the month of October.
Says Melinda Hutchings, national media & communications manager, CanTeen: "Match Media's partnership with MCM is an exciting step forward in media innovation for CanTeen. Our objective was to engage our audience in the theme 'show cancer who's boss' through encouraging participation in our Facebook 'Rock-tober' competition, and asking our audience to buy and wear a CanTeen bandanna during the month of October and on National Bandanna Day to help young people stand up to cancer. Utilising MCM's in-house talent for live reads, and creating a TVC featuring music icon Andrew G, has taken our campaign to a new level of audience engagement. Including online video as part of our campaign, coupled with traditional media channels, has worked cohesively to optimise coverage of our target audience."
Says Hugh Cashmore, communications planner, Match Media: "This campaign has enabled us to focus our creative idea around a medium that could not only deliver an effective national radio campaign but would also allow us to utilise MCM's in-house talent to leverage our campaign even further. With Australia's music icon Andrew G, making himself available to the campaign it associated the Bandanna with rock on a whole new and exciting level."
Says Anna Cajzner, MCM business manager: We're delighted to partner with CanTeen and Match to help infuse the Bandanna campaign with a little rock n roll - getting the message out to audiences through the highly engaging platform of online music video, backed up with the intimacy of a radio campaign with national reach."
Client: CanTeen - National Bandanna Day
Agency: Match Media, Sydney
Creative: Marlin Communications
Communications Planner (Match Media): Hugh Cashmore
National Media and Communications Manager (CanTeen): Melinda Hutchings
Business Manager MCM: Anna Cajzner
In addition to the radio and online partnership, magazines were identified as a key channel for their target. By positioning the campaign into key women's magazine titles, the campaign has seen a strong recruitment of National Bandanna Day ambassadors whilst also driving Bandanna sales throughout the month of October.
Says Melinda Hutchings, national media & communications manager, CanTeen: "Match Media's partnership with MCM is an exciting step forward in media innovation for CanTeen. Our objective was to engage our audience in the theme 'show cancer who's boss' through encouraging participation in our Facebook 'Rock-tober' competition, and asking our audience to buy and wear a CanTeen bandanna during the month of October and on National Bandanna Day to help young people stand up to cancer. Utilising MCM's in-house talent for live reads, and creating a TVC featuring music icon Andrew G, has taken our campaign to a new level of audience engagement. Including online video as part of our campaign, coupled with traditional media channels, has worked cohesively to optimise coverage of our target audience."
Says Hugh Cashmore, communications planner, Match Media: "This campaign has enabled us to focus our creative idea around a medium that could not only deliver an effective national radio campaign but would also allow us to utilise MCM's in-house talent to leverage our campaign even further. With Australia's music icon Andrew G, making himself available to the campaign it associated the Bandanna with rock on a whole new and exciting level."
Says Anna Cajzner, MCM business manager: We're delighted to partner with CanTeen and Match to help infuse the Bandanna campaign with a little rock n roll - getting the message out to audiences through the highly engaging platform of online music video, backed up with the intimacy of a radio campaign with national reach."
Client: CanTeen - National Bandanna Day
Agency: Match Media, Sydney
Creative: Marlin Communications
Communications Planner (Match Media): Hugh Cashmore
National Media and Communications Manager (CanTeen): Melinda Hutchings
Business Manager MCM: Anna Cajzner
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