Hello Boobs
Issue 22 | March 2012
Agency
Archibald Inglass Stretton/Arena Media/Blipper
Creative Team
Leanne Holloway and Kieran Ainsworth, Rishi Dastidar Creative Director: Geoff Gower
Production Team
Paul Tully, Paul Grainger, Sharnna Peck
Other Credits
Planner: Sarah Stratford; Account Handlers: Natalie Powell, Seby Gurrieri, Bethan Thomas; Arena Media: Ben Newton, Laura Braithwaite
Date
June to December 2011
Background
CoppaFeel! is a breast cancer charity set up by Kris Hallenga, who, at the age of 26 lives with secondary breast cancer.
One in nine women in the UK will suffer from the disease. But mammograms and breast screening messages are targeted primarily at women aged 40-plus.
Cancer isn’t fussy about age, so CoppaFeel!’s primary goal is to raise awareness among young people, ensuring they check their breasts regularly, know the symptoms of breast cancer and have the confidence to seek professional help, should concerns arise.
Idea
On a negligible budget, CoppaFeel! wanted the audience to get to know their boobs better. Part of getting to know them was by giving them nicknames.
The campaign was launched by using the old and famous Wonderbra poster, hello Boys, but changed on 48-sheets around London to Hello Boobs.
Taking it further, the agency turned DD into 3D. Together with blippar, who provided image recognition for smartphones, a 3D 96-sheet posters went up at selected sites as well as within 300 female washroom panels, all secured by media agency Arena Media.
Having downloaded the app, people could see the model in her bra in 3D, add their own boob nicknames and share the result on Facebook and Twitter whilst signing up for CoppaFeel! text reminders.
Versions of the poster were made with holes where people could stick their heads through, take photos and upload them to their Facebook profiles.
This was supported at festivals and universities where girls could et transfer tattoos they could stick to their breasts, giving them names.
Results
Like the 3D boobs themselves, the ‘Hello Boobs’ campaign really stood out in the crowded charity sector.
Blippar also provided an accurate measure of its success, revealing that 303 outdoor sites generated 8,000 ‘blips’, an exceptional result compared to the recent campaign of a heavyweight UK advertiser, which received just 3,000 ‘blips’ from 6,000 sites.
The activity also generated 675 new sign-ups to the CoppaFeel! text reminder service at festivals and 940 at universities. Crucially, the PR coverage, particularly in the ‘Evening Standard’, was also out of all proportion to the scale of the activity.
Our Thoughts
Agencies like to do not-for-profit work for three reasons. Firstly, it makes them feel good about themselves. Secondly, charities often allow them to be innovative when none of their other clients will; and thirdly, successful charity campaigns provide hard evidence to commercial clients that these new ideas really can work.
AIS is an agency with a string of brilliantly inventive work behind it. I hope this clever use of augmented reality to turn a poster into a 3D experience helps some of their other more cautious clients ask for some of the same for themselves.
If the agency can create a brand like CoppaFeel! out of thin air, imagine what they could do for someone with money as well as ambition.