Campaign: Banana Boat Everyday Sunscreen - 'Win Every Day of Summer'

Client: Energizer - Playtex

The Challenge

• To launch the new ‘Everyday’ sunscreen range over summer to a huge national audience
• Improve credibility and trust
• Help grow market share

The solution

• MCM Media conceived an integrated campaign that utilised both national radio & online portfolios and featured a major programming promotion
• RADIO
  • 6 week commercial campaign spanning 7 national radio brands that took the Everyday Sunscreen  message to youth audiences, baby boomers and families 
  • Live in show promo reads from the hosts of ‘Take 40’, ‘The Hot Hits Live from LA’ and ‘The Jono & Dano Show’ lent credibility to the sun smart message and brought the promotion to life
  • Banana Boat ‘summer sweepers’, tailored to each radio program, complimented the brand spots and supported the online promotion
    
    
• ONLINE
  • ‘Win every day of summer with Banana Boat’ – a daily giveaway of summer themed prizes with a major summer holiday also up for grabs
  • Full page ‘supersite’ where consumers could get daily sun-safe tips, check the UV index in their area and download the Banana Boat iPhone application
  • Display campaign across the Digital Entertainment Network including take40.com – the No.1 music website
  • MCM Media coordinated Banana Boat sampling within the Entertainment Quarter at key sporting, music and community events

The Outcome

• The Banana Boat Everyday Sunscreen message reached almost 40% of the population via radio in each target demographic  including;
  • 3 million listeners aged 16-39yrs
  • 1.4 million grocery buyers with kids
• An engaging and interactive promotion positioning Banana Boat as Australia’s trusted sunscreen brand and generating 28,000 entries
• 6,6219 individual Banana Boat radio mentions across November & December
• In-show integration through live promo reads 
• Over 570,000 online ad impressions 
• Highly successful product sampling at key events in The Entertainment Quarter