PROJECT: better with a kiss
How far can one brand’s message of equality reach?
To celebrate Medibank’s second year of sponsorship for Mardi Gras and 2017’s theme of ‘Creating Equality’, we developed the #BetterWithaKiss campaign.
We kicked off with a proud declaration of equality through our Better with a Kiss hero video, followed by our campaign’s creative cornerstone - the Medibank float. This glittering, beacon of love and pride paraded in the Mardi Gras march, complete with a Kiss Cam mounted on the front.
With activations spanning one-on-one photobooths at Fair Day, Snapchat filters for all to use, and our float, #BetterwithaKiss gained huge momentum in the media. To create maximum impact and reach, and guarantee strong coverage, we bolstered earned media with paid partnerships.
- 192 pieces of media coverage
- Total reach of 10.2 million
- EAV of $400K
- PR Value of $1.2 million
Categories: Strategy, Ecommerce, User Experience, Design, iOS
B.B.E has been our catalyst for change. They've turned us into a content marketing business.
Medibank, Head of Creative Services, Content Marketing and Social Media