Prevention through gamification | Cancer Institute NWS
This time Cancer Institute NWS targeted the younger audience with a contextual, interactive gamification campaign. They picked a strategic location – a bus shelter by the beach, and customised it into a claw-machine game with tubes of SPF50+ sun cream as the prize.
The standout customisation interrupted people’s commute to the beach. The gamification factor and the positive messaging engaged younger audiences and encouraged social media sharing while sending a reminder to put on sun screen. To complement this custom execution, full vinyl wraps on bus shelters around Sydney provided additional protection from the sun while people waited for their bus.
The clear and memorable messaging acted as a loud reminder to protect one’s skin while also providing a valued service to the citizens of Sydney by distributing sun screen and providing shelter.
Advertiser: Cancer Institute New South Wales
Location: Australia, Sydney
Duration: December 2016
Creative Solution: Special build, gamification