Campaign: Brother’s New Technology Helps Sisters

Campaign: Brother’s New Technology Helps Sisters
SHARE
THIS



The Brother for Sisters campaign sees Brother, along with Sydney-based creative agency The Works, develop the world’s first NFC-fitted tie, capable of accepting monetary donations that go directly to the National Breast Cancer Foundation.

Based on the insight that men want to support women with breast cancer #BrotherforSisters is a week long campaign encouraging Australians to raise money for much needed research by purchasing a pink tie from the Brother Facebook page.

To promote the campaign, Brother developed three pink ‘Tie-Tap’ ties that allow passers-by around the streets of Sydney to quickly tap their credit cards for an automatic $10 donation. The pink Tie-Tap ties have been fitted with a Near Field Communication technology chip that’s connected to a smartphone and programmed to accept the payment and forward it directly to the National Breast Cancer Foundation.

Tie Tap Payment

Kelly Wilson, Senior Marketing Manager at Brother International Australia said the campaign aims to help the National Breast Cancer Foundation reach its goal of zero deaths by 2030:

“We have selected this charity as it holds importance to many of the women that work at Brother. Brothers and men are stakeholders in the journey travelled by many women living with breast cancer. This campaign demonstrates that males play an important role in supporting their loved ones during this illness.”

Paul Swann, Creative Partner at The Works added: “This is a great example of how new technology can take a traditional method of fundraising to the next level, making it simpler than ever before. It is great to see Brother throwing its support behind a fantastic cause.”

Credits:

Client: Brother International

Senior Marketing Manager, Kelly Wilson

Paul Swann, Creative Partner

Mark Harricks, Creative Partner

Julia Dixon, Copywriter

Maricris Llanillo, Art Director

Lisa Mackenzie, Project Manager

Chris Dwyer, Creative Design Lead

Marcus Coblyn, Content Producer

Kadir Gunduz, Technologist

Maria Galang, Production Manager

Angelita Gandakusuma, Print Producer

Please login with linkedin to comment

Chocolate Chip Cookie JCDecaux VML

Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]