J. Walter Thompson Sydney, H+K Strategies and
Banana Boat have teamed up to create an innovative and informative new
campaign aimed at educating families on how to protect themselves in the
sun.
And in an unusual approach, the new campaign launches with a
children's book as its centrepiece, with a unique twist. Printed using
UV activated ink, elements of the story and lead character 'The
Sizzledodge' only appear when exposed to the sun, delivering key parts
of the message. The character also stars in a supporting digital
advertising campaign created by Webling.
With PR/launch event
activities (including a book launch) provided via H+K Strategies, the
new 'Sizzledodge' campaign not only aims to build brand credibility but
minimise the risk that consumers face by incorrect, or infrequent
sunscreen application.
Says Jay Morgan, group digital creative
director, J. Walter Thompson, Sydney: "We know through research that
while people know to wear sunscreen, they often don't use the right
amount and when to re-apply. We want to help educate families so that
they can continue to have fun in the sun, but in a responsible way."
Says Simon Langley, ECD, J. Walter Thompson, Sydney: "Delivering the
message in an engaging fashion in line with the Banana Boat Brand
positioning was key to ensuring both parents and kids alike pay
attention. Therefore, we came up with the idea of an innovative book
with a character that only appears when the book is taken outside. The
campaign, the UV sensitive book and all its supporting elements, are the
result of this strategy and the collaboration between our three
agencies."
The book, entitled Colin Splodge and The Sizzledodge,
was launched with a book reading by mum of six, actress and writer
Madeleine West. It features the story of Colin Splodge on a trip with
his family to the beach. Throughout the day, Colin encounters our
fantastical hero 'The Sizzledodge' who only appears in the sun (when
exposed to UV) to teach children about being sun safe.
The
Sizzledodge will also be seen via digital advertising from this week,
and in a partnership via Mamamia, where people can order the limited
edition book.
Says Rachel Pullicino, marketing director at
Edgewell Personal Care: "At Banana Boat, we are passionate about
delivering high quality, effective sunscreen products to help Australian
families enjoy more fun outdoors while protecting them from the sun. We
take our role as educators on sun safety very seriously, and as a
business are constantly looking for new and innovative ways to get the
message across. We hope this book speaks to children's imaginations, but
also helps them and their families remember the fundamentals of sun
protection."
J Walter Thompson, H+K Strategies and Webling are
part of WPP AUNZ, Australasia's leading marketing content and
communications group.
Creative agency - J Walter Thompson Sydney
Executive Creative Director - Simon Langley
Group Digital Creative Director - Jay Morgan
Senior Art Director - Dylan Soopramania
Senior Writer - Steven Hey
Print Producer -Lil Davidson / Anastasia Nielsen
Illustrator - David Follett
Strategic Planner - Carly Yanco
Group Account Director - Bruce Pywell
Account Manager - Alexandra Taurian
Social Media Manager - Michaela Upton
PR - H+K - Laura Barette
Digital - Webling