Bonds urges Aussies to ‘Make a Point’ for boobs in a campaign via Clemenger BBDO, Melbourne
CB Exclusive – To coincide with October as Breast Cancer Awareness month, Clemenger BBDO, Melbourne and Bonds have created a campaign to raise money for the McGrath Foundation.
‘Make a Point‘ is a unique donation mechanic designed to be hosted on any website, encouraging people to move the decimal point on the classic school kid calculator ‘80085’ display (spelling out ‘BOOBS’) and decide the amount they will donate to the McGrath Foundation. Simply moving the calculator’s decimal point lets people choose one of six different donation amounts, ranging from $0.80085 through to $80085.
Says Tanya Deans, general manager of marketing, Bonds: “As a big supporter of boobs, we’re excited to partner with the McGrath Foundation to shine a spotlight on the invaluable role their McGrath Breast Care Nurses play. We’ve created a widget that allows you to donate BOOBS for boobs – what could be better than that?”
Elle Bullen, senior copywriter at Clemenger BBDO Melbourne says the campaign harnesses a common behaviour for a worthy cause.
Says Bullen: “We’ve all typed ‘80085’ into our calculators at school and giggled to ourselves. We’ve linked this pastime to a well-known Bonds campaign, with the goal of inspiring people to donate to the McGrath Foundation.”
The Bonds homepage and over twenty blog owners and websites will be housing the widget on their sites. The aim of the campaign is to get as many other blogs to house it on their sites as possible.
Any website or blog owners who want to dedicate space on their site can contact KGhazarian@pacbrands.com.au to get involved.
Client: Bonds
General Manager of Marketing: Tanya Deans
Marketing Manager: Emily Small
Senior Brand Manager: Caroline Bourke
Agency: Clemenger BBDO, Melbourne
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Digital Creative Director: Ben Keenan
Creatives: Tom McQueen, George McQueen, Elle Bullen, James Orr
Managing Partner: Simon Lamplough
Senior Account Manager: Celeste Baer
Interactive Lead: Christian Russell
Technical Director: Daniel Zabinskas
Digital Producer: Gemma Seeto
Donations Platform Partner: Shout
Chief Executive Officer: Jane Martino
Chief Technology Officer: Charlie Carpinteri
Communications & Partnerships Manager: Orry Lack
8 Comments
Enough of the boobs thing already.
Clever. Well done.
If you need a video to explain your donation mechanic then I think you have a big problem.
Pipe down @flogging.
If you’d developed a property as good as ‘BOOBS’, you’d be milking it for all it was worth too.
Plus, this is for charity…… so give it some slack and reach into your pocket for a good cause.
this is an awesome mechanic slash idea off the back of some pretty decent outdoor work… being a creative that strives to sell through simple shit like this… i am massively jealous!
Yeah kind of agree with ‘huh?’
But if it raises a lot of money then hats off.
Cracking idea. UX is a bit of a struggle.
Okay, idea aside, has no one in advertising let alone the civilized world yet worked out that the Cancer research is one of the biggest banking scams ever? DO the research. All Cancer hospitals are owned by the Rockefeller family. Cancer institutions always have money to make ads right? Loads of ads. Someone please wake the fuck up. Also, there is a cure for Cancer, there just isn’t any money in cures though. Joining the dots making any sense people?