• Home
  • The Awards
  • What it’s all about
  • Our Judges
  • Sponsors
  • Winners Gallery
    • 2019 NZDM Awards Winners
    • 2018 NZDM Award Winners
    • 2017 NZDM Award Winners
    • 2016 NZDM Award Winners
    • 2015 NZDM Award Winners
    • 2014 NZDM Award Winners
    • 2013 NZDM Award Winners
    • 2012 NZDM Award Winners
    • 2011 NZDM Award Winners
    • 2010 NZDM Award Winners
    • 2009 NZDM Award Winners
    • 2008 NZDM Award Winners
Menu
  • Home
  • The Awards
  • What it’s all about
  • Our Judges
  • Sponsors
  • Winners Gallery
    • 2019 NZDM Awards Winners
    • 2018 NZDM Award Winners
    • 2017 NZDM Award Winners
    • 2016 NZDM Award Winners
    • 2015 NZDM Award Winners
    • 2014 NZDM Award Winners
    • 2013 NZDM Award Winners
    • 2012 NZDM Award Winners
    • 2011 NZDM Award Winners
    • 2010 NZDM Award Winners
    • 2009 NZDM Award Winners
    • 2008 NZDM Award Winners

Growing the Nation’s Brain in just 7 days

Awards: RSVP Customer Engagement Gold

Entrant: DraftFCB

Nominee: Neurological Foundation

Entrant Credits: Maria Reinbergen, Melissa Forrest, Kevin Akers, Tony Clewett, Rob Banks, Jared Isle, Lwindi Ellis, Gemma Doughty, Grant Hyland

Nominee Credits: Adrienne Kohler, Max Ritchie

Entry Rationale:

Brain Awareness Week is the Neurological Foundation’s big chance to reach a more youthful audience – driving brain health awareness and creating a ‘donor nursery’ for later communications.

The challenge to DraftFCB in 2009 was to generate awareness, educate, and change behaviour amongst Gen X/Y with only $100,000.

Draft FCB’s big idea was “Grow a bigger brain in 7 days”. The entire country was invited to grow bigger brains in just seven days – and make NZ a smarter place.
By ‘Login your noggin’ at BrainWeek.co.nz participants could start growing a bigger brain by doing simple things like eating dark chocolate, chatting with friends and playing online games.

Completion of a daily task list earned virtual brain cells – and a slightly bigger brain. A daily email kept participants engaged right throughout the week. Brainweek.co.nz also formed a creative platform for future events.

Budget constraints meant media and PR had to work extra hard. Sponsors were engaged and provided media space and product. People ran Round the Bays with giant brains on their heads, Twitter and Facebook were utilised, and journalists “bought” with chocolates.

The ‘Grow a Bigger Brain in 7 Days’ online challenge generated 3.9 million ‘impressions’ of Brain Awareness Week in the media, engaged 34,500 visitors to the website for an average of seven and a half minutes at a time, and signed up over 5,000 potential new donors.

Copyright © 2019 Marketing Association

  • CONTACT US