X-Ray Casts
Fonterra Brands New Zealand, Anchor
Issue 40 | September 2016
Agency
Colenso BBDO
Creative Team
Creative Chairman Nick Worthington Creative Director Dave Brady Art Director Iain McMillan Copywriter Elliott White
Production Team
Production Director Tim Freeman Senior Direct Producer Michelle Hong Senior Producer Scott Chapman Exec Digital Producer Dov Tombs Studio Manager Jodi Davis Mac Op Charles Bloomfield Designer Mike Davidson
Other Credits
International Group Business Director Rachel Morgan Business Director Ben Hopkinson Senior Account Manager Eddie Thomas Account Executive Jade Seaton Fonterra Anchor Director of Marketing Clare Morgan Anchor Group Shopper Marketing Manager Katie McClure
Date
March 2016
Background
What is it about kids in New Zealand that about 10,000 break their arms every year? Is it the rugby? Or embracing that outdoors, all-action, life?
Another explanation might be a lack of calcium in their diet. Milk, which is rich in protein, can help build strong muscles and provide the vitamins and minerals that contribute to optimal bone health.
Fonterra Foods, which owns the Anchor dairy brands, set out to raise awareness of milk's nutritional benefits amongst parents and kids.
Idea
Once they're over the pain of a broken bone, there's nothing kids like more than showing off their plaster casts.
As part of its 'Go Strong' masterbrand platform for Anchor, Colenso BBDO created the Anchor X-Ray Cast. Kids upload their x-rays, and receive a hard-wearing decal of the x-ray to stick on their casts.
It promoted the idea via direct mail, posters and leaflets.
The decal also has a barcode that can be scanned at supermarket checkouts allowing them and their parents to cash in vouchers for Anchor's calcium-enriched milk for the period their bones take to mend.
Results
The promotion certainly caught the imagination.
There were 122 applications for decals within the first 48 hours, building rapidly to 700-plus, more than half the kids with broken arms at any one time.
The launch post achieved a 3% engagement rate, about twice the average for FMCG products, with a 40% completion rate for the video.
Our Thoughts
At the very basic level, this is about branding broken arms.
Of course it’s much more than that. Essentially, Colenso BBDO has taken an accident and turned it into an educational and marketing opportunity to promote the nutritional values of milk.
At its core is a very clear understanding of the way children behave. First, they’re always going to test themselves with physical adventure, so they might as well be in the best shape they can.
Second, kids love to show off and share in the playground. A plaster cast is a rite of passage, a badge of adventure. The decals allow them to turn a fracture into a competition – ‘my break is bigger than yours’ – but at the same time learn the benefits of milk as part of a healthy diet.
One parent said his son would probably break his arm again just to get one of the decals.