Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: MULTIPLE SCLEROSIS SOCIETY AUCKLAND
Product/Service: MS AWARENESS
Agency: WHYBIN\TBWA\TEQUILA
Executive Creative Director: Andy Blood (Whybin\TBWA\ Tequila)
Creative: Tara McKenty (Whybin\TBWA\ Tequila)
Creative: Iain Nealie (Whybin\TBWA\ Tequila)
Designer: Frank Turner (Whybin\TBWA\ Tequila)
Production: Michelle Hong (Whybin\TBWA\ Tequila)
Media placement: Ambient Display - Gow Langsford Gallery - 3rd October 2011
Describe the objective of the promotion.
Create a media pack to raise awareness and donations for the Multiple Sclerosis Society of New Zealand. Something that will stand out and create a memorable experience for potential donors.
Describe how the promotion developed from concept to implementation.
It’s hard for people who don’t live with MS to understand what the loss of feeling and control feels like. So we created a range of numbing soaps that allow people to get a feeling for what people living with MS have to deal with on a daily basis.
By adding a topical anesthetic-‘Lignocaine Hydrochloride’-to pneutral soaps, we were able to replicate the numbing and tingling feeling in the hands that often accompanies the onset of more serious MS symptoms.
Explain why the method of promotion was most relevant to the product or service.
Initial attempts to find a High Street partner to sell our soaps were met with some reticence because of the nature of the numbing agent. And even though we didn't expect shoppers to take us at our word-all we wanted to do was to get people to re-appraise the idea of 'gifting' and simply donate.
So we chose a more select audience - with perhaps more $ in their pockets - and found a partner in Auckland's most prestigious gallery and gallery store.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Being in a gallery, customers were more likely to read and take notice of all our copy – presuming it to be an important part of the ‘conceptual’ art.
We can’t make wild claims about the success of the campaign, but we take our learnings where we can, and as Gary opined: “If we’d’ve put a bigger price on, they would’ve sold as art.”
So this year, we’ll do another production run and attach a much more hefty price tag.