Media Content Partnerships
This category focuses on efforts based on partnerships between a brand and a media owner/platform to create and activate original media content beyond traditional advertising.
Australia's worst serial killer
The Heart Foundation “Serial Killer’ campaign aimed to cut through Australians’ dangerous complacency about our most prolific killer, one that strikes 51 times every day, killing 18,500 Australians each year. Highlighting the ‘criminal’ behind Australia’s biggest killer, heart disease, the campaign called on the Government to invest in the prevention of heart disease and on Australians to take steps to assess their own levels of risk.
The campaign was dramatically successful. Within the first 7 days, the Government agreed to fund life- saving Heart Health Checks for Australians at risk of heart disease, something the Heart Foundation had been advocating for over 10 years to achieve. In addition, the campaign alerted Australians to their risk of heart disease and what they can do about it via the newly launched Heart Age Calculator.
Brand: The Heart Foundation Australia
Client: The Heart Foundation Australia
Agency: News Corp Australia
One Million Acts of Good
For over 75 years, Cheerios had been at the center of America’s breakfast table, but the brand was losing relevance at a time when conversation in America had turned toxic. We endeavored to do our part to make America’s mood – and Cheerios sales – more positive. By partnering with The Ellen DeGeneres Show, we rallied America to do and share One Million Acts of Good. The results: sales growth for Cheerios, a sharp spike in viewership for Ellen, and over $1 million dollars donated to those doing the good.
Client: General Mills
Made Possible By Melbourne
The University of Melbourne conducts world-changing research but the people of Melbourne didn’t know about it because research is typically published in journals. We partnered with outdoor media suppliers and a production company to re-imagine traditional media to create a new way for the University to publish their work and show people what has been Made Possible by Melbourne. By turning the CBD into a free exhibition of the research, in this new medium that the people of Melbourne couldn’t miss, we increased enquires.
Brand: University of Melbourne
Client: University of Melbourne
Agency: McCann Melbourne