Prostate Cancer Foundation of Australia’s ‘SCENTsational’ new Outdoor campaign is snagging donations using the irresistible smell and sound of the iconic Aussie Barbie.
Created in partnership with JCDecaux and Cloudmaker Consulting, the campaign combines Tap and Go technology with scent and sound in an Australian media-first to promote Prostate Cancer Foundation Australia’s (PCFA) annual ‘Big Aussie Barbie’ and raise money for prostate cancer research, awareness and support.
Harnessing the irresistible smell of sizzling snags, the campaign features a custom-built Citylights panel featuring a Tap and Go payment system that rewards donations by releasing a fried onion sausage sizzle scent, along with the sound of crackling snags. To further enhance engagement, the panel depicts a glowing image of a big BBQ featuring animated hot embers to grab the attention of passers-by.
“Outdoor is the only medium that can offer a fully immersive experience like this,” said Alan Klein, head of creative solutions, JCDecaux.
“Using all five senses has definitely put the ‘sizzle’ into this campaign and we are certain it will resonate – who could resist?”
Sarah Lowe, director, Cloudmaker Consulting, added, “Out-of-home provides the perfect opportunity to reach a larger audience, while also delivering a uniquely engaging activation that actively encourages instant donations to improve overall campaign effectiveness.
“Working together, we developed a fantastic result combining scent, sound, special printing and Tap and Go technology in a unique media first.”
Associate Professor Anthony Lowe, chief executive officer of Prostate Cancer Foundation of Australia said, “During International Prostate Cancer month in September, we are running our annual national fundraising and awareness campaign – The Big Aussie Barbie.
“This year’s campaign aims to generate awareness of prostate cancer and also raise vital funds to provide information and support to the 200,000 men and their families affected by the disease.”
The unique scent and sound releasing Tap and Go panel is located in the heart of Sydney’s Martin Place until 5 September delivering high foot-traffic and unbeatable dwell time to ensure engagement and most importantly donations. To ensure Big Aussie Barbies are hosted across the country, the campaign is supported by the broadcast power of JCDecaux Citylights in Sydney, Melbourne and Brisbane.
In this guest post, Commtract’s chief strategy officer Vanessa Liell (pictured below) says the federal government’s decision to significantly increase university HECS fees for courses such as communications and marketing is bad news for young people and bad news for the industry… The marketing industry is currently facing a skills crisis. Sure, core skills such […]
BIG W has partnered with Pinterest to launch its new spring collections campaign that was entirely shaped from key insights of what Pinterest users in Australia have been searching for on the platform ahead of the season. Their campaign will mark the first time BIG W is using Pinterest’s trend insights to provide people with […]
Snap is launching Lens Studio 3.2, which lets augmented reality creators and developers build LiDAR-powered Lenses for the new iPhone 12 Pro, allowing Lens Creators to build Lenses that leverage LiDAR technology, mapping AR experiences closely to the real world. The state-of-the-art LiDAR Scanner on iPhone 12 Pro and iPhone 12 Pro Max enables immersive […]
Are you busy executive on the run, but also a bit of a raging alcoholic? Well, it appears Kmart is the place to be today. The budget chain has just unveiled a new $25 handbag that comes with a secret booze dispenser. On first inspection the bag looks like your everyday nautical-themed striped shoulder bag, […]
Celebrity chef Pete Evans is once again dishing out the goods by suggesting “sunlight”, “self-love” and “hugging” could work as COVID-19 vaccines. Evans made the comments in a Facebook Live with Sunshine Coast anti-vaxxer political candidate Allona Lahn. Lahn is a candidate in the Queensland state election for the Informed Medical Options Party, who believes […]
The NRL’s night of nights, the Dally M Awards to recognise the season’s best players, turned farcical overnight after News Corp’s The Daily Telegraph accidentally published the winner three hours before the announcement. Just as players were gathering for the Awards, The Tele published an online story from its chief league scribe Phil “Buzz” Rothfield […]
Land Rover Australia today announced its all-new, iconic Defender is set to take centre stage in Seven’s highly anticipated new reality series SAS Australia, as the major automotive and key sponsor. The sponsorship announcement follows the launch of the Land Rover Defender, with the brand integration designed to showcase the vehicle’s unrivalled durability, design and […]
Seven’s new show SAS has proven a surprise hit amongst Aussie viewers, with 834,000 (according to OzTAM metro numbers) tuning in to watch a group of celebrities undergo grueling military-style physical challenges. Roxy Jacenko was the first celebrity to voluntarily withdraw from the competition after just six hours, while Schapelle Corby has emerged as a […]
It’s one of the greatest action blockbusters of all time and 32 years later Die Hard still resonates with the film’s star, Bruce Willis, reprising his John McClane character for a car battery range from supplier Advance Auto Parts. The spot’s the work of creative agency The Marketing Arm and is a surprisingly violent effort […]
Global digital creative agency AnalogFolk Sydney has created a moody new campaign to launch Hyundai’s new N-Line sports package for the i30Sedan, launching across YouTube, Instagram, Facebook, Twitter and cinemas. The 90-second launch film ‘After Dark’ takes a non-traditional approach to a traditional car category with dream-like sequences and a quirky, original soundtrack featuring deconstructed […]
GroupM Australia Chief Investment Officer Nicola Lewis has been promoted to Global Chief Growth Officer of Finecast, GroupM’s fast-growing Addressable TV business. In her new role, Lewis will work alongside Global CEO Jakob Nielsen and the global leadership team to supercharge the Finecast global footprint, with expansion into 20 countries over the next 24 months. […]
The 9th annual UnLtd Cup saw 24 teams across the industry kick goals for good with OMD taking home the coveted trophy. The annual futsal tournament organised by UnLtd, our industry’s social purpose organisation, raised over $55,000 for children at risk. The extremely competitive and high energy event was held over two days on 15 […]
Global fashion retailer, H&M has announced the launch of its highly anticipated online store in Australia at hm.com. From today, Australian customers will have access to quality clothing at the best price, made in a sustainable way with the simple click of a button. H&M is committed to offering customers more sustainable fashion with all […]
Gillette France has released a new campaign created in collaboration with rookies from the Kourtrajmé film school and creative agency Marcel. With the campaign “Look Like The Man You Really Are”, produced in collaboration and directed by students of Kourtrajmé’s film school, Gillette takes a fresh look at French men, both in their “shaving” moments […]
Cannes Lions has announced the creation of its new masterband, LIONS. Building on 67 years of championing creative excellence, LIONS aims to drive progress through creativity and support the global community on their creative journeys, day in, day out. Speaking at the October edition of LIONS Live, which is taking place this week, Simon Cook, Managing […]
Val Morgan Digital (VMD) has hired four new team members with Alyce Thomas and Claudia Pearce joining as Agency Partnership Managers, Nicola Laing as Strategy & Content Manager and Jack Revell taking on the role of Branded Content & Weekend Editor of TheLatch—. The expansion follows consistent month on month growth at TheLatch—, which reaches 400,000 […]
KITKAT is launching a global campaign, inviting everyone to join in the celebration of the 85th anniversary of the brand. Created by Wunderman Thompson, it raises awareness of a social media competition to help people mark the occasion of KITKAT turning 85 in 2020. The campaign highlights that, at this unique moment, KITKAT will make […]
Following a period of sustained growth and client wins, B2B technology marketing consultancy, Splendid Suggestions, has laid some solid foundations to support the business through the next phase of growth. Off the back of a number of organic referrals from Australian–based clients sharing success with global counterparts, Splendid has recently appointed London-based Jess Littlewood (right, pictured), to lead the UK business and grow the new regional team. Of the appointment, Tim Sands, Co-Founder and Managing Director of Splendid says “Jess […]
VMG Digital, which creates bespoke, mobile-first video creative, optimised for social media platforms, today announces it has been appointed as a global Creative Marketing Partner for the TikTok Marketing Partner Program. Since launch in August 2020, the TikTok Marketing Partner Program gives brand marketers access to tools to create, measure and optimise ad campaigns on […]
Independent media agency MediaSmiths today announced the appointment of senior media executive and former insights lead for independent agencies and direct clients at Nova Entertainment, Natalie Murray, as a new Senior Account Planner/Buyer. Murray will be responsible for end-to-end management, planning and buying for several of the agency’s key clients, ensuring outcomes are delivered. She […]
IAB Australia today announced Playground xyz and Are Media (formerly Bauer Media) as the winners of its inaugural IAB Australia MeasureUp Awards. Selected by the members of the MFA Interactive Committee, the winners will present their research during the 4th Annual MeasureUp conference which begins today. Playground xyz was awarded Best Advertising Effectiveness for its […]
Stockland has partnered with Sydney-based presenter, stylist and author Jules Sebastian on a six-part Instagram TV recipe series – with episodes released monthly – in an effort to inspire customers to create healthy, easy-to-make meals from their kitchens at home. The series kicked off this month with an online demonstration from Jules on making the […]
Understanding the complexities of the tax system is enough to put anyone to sleep. Now H&R Block in conjunction with creative agency The Works, are giving Aussies the opportunity to enter into a peaceful slumber by listening to the soothing sounds of the Australian Tax code. ‘Taxation Relaxation’ is an Action for the Google Assistant […]
Industry superannuation fund, Cbus Super, has ramped up its focus on the retirement market with a new national campaign developed by The Shannon Company (TSC). The spot follows a worker’s morning routine as he transitions from employment to retirement, warmly demonstrating how some things in life don’t have to change. With COVID restrictions ruling out […]