Banana Boat Launches Education Campaign Featuring Unique Sun Activated Technology

Banana Boat Launches Education Campaign Featuring Unique Sun Activated Technology
SHARE
THIS


What best describes you?

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.

“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,” said J Walter Thompson group digital creative director Jay Morgan.

EDAU0042_BANANA_BOAT_SIZZLEDODGE_BOOK_v14_WITH SIZZLE[2]-page-001

“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,” added ECD Simon Langley.

“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.

SIZZLEDODGE_SUN

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.

Marketing director at Edgewell Personal Care, Rachel Pullicino, commented, “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.”

Creative credits: 

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

 

Please login with linkedin to comment

Latest News

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]