Ogilvy Group UK’s viral campaign for its client Cancer Research UK (created to tie in with Breast Cancer Awareness Month in October) has won a prestigious People’s Choice Award from online magazine UTalk Marketing (www.utalkmarketing.com).
The campaign – entitled “Breast Awareness Guy” – romped home with over 50% of the vote for “Best Digital Campaign of the Year”, beating off competition from the likes of the BBC’s iPlayer “Penguins” viral and AKQA’s “Pot Noodle Boy” film.
The viral aimed to encourage donations of at least £2 per month to Cancer Research UK and help women become more breat aware. Supported by email and banner display advertising, it directed women to a microsite (www.breastawrenessguy.org) where they could learn about breast awareness, the work of Cancer Research UK and how to make a donation. In order to secure the attention of women at a time when they would have been bombarded with messages on breast cancer, the campaign features an eye-catching male model called Tommy who demonstrated the principles of breast awareness.
The judges said: “Breast cancer is a serious subject so it takes some skill to make a viral not only informative but amusing too. The job was done brilliantly in Ogilvy’s Breast Awareness Gyu viral that used muscly hunk Tommy’s prominent biceps to cheekily show women how to check their breasts. The digital campaign won an impressive 53.58% of the industry vote.”
To watch the viral, click on the YouTube link below:
