Everyman & The Institute of Cancer Research collected a hair-raising £210,000 for their fight against prostate and testicular cance;r and I earned my 1st digital award! (even if I did not get to collect it)
Unique website visitors increased by 81% - the average time each user spent with the TacheBack brand online increased 300% from 3.5 minutes in September 2006 to 10.4 minutes in September 2007 and 98% of participants said they would get involved the following year.
The campaign strategy revolved around creating an enduring and iconic brand identity online for use across all online and offline activity. The creative execution brought nostalgia to the audience with a retro look and feel, and the technological creative solution aimed to bring out the competitive nature of men though a unique head to head voting system.
Tache growers where able to set-up personalised TACHE WARS HQs from which to wage their wars, uploading photos of their progress and going head-to-head in battle with each other. The HQ served as a focal point for the participant and their friends, family and supporters and, crucially, drove more people to sponsor the intrepid Tache growers than ever before. The concept, was taken from the site and ran through all online and offline CRM activity.
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