Status: (Current), Semester one, 2011
Need
Arnott’s Tim Tam required an innovative campaign to encourage donations, raise awareness of the Breast Cancer Aotearoa Coalition (BCAC), while creating a positive brand association with their brand; all at a minimal financial cost.
Objective
Arnott’s Tim Tam approached SIFE to think of concepts that would encourage consumer involvement in the form of donations to support BCAC. BCAC is the collective body of organisations supporting around 2000 New Zealanders diagnosed with breast cancer each year.
Project Description
Through the success of the Arnott’s Consulting project in semester one, 2010; the Tim Tam Brand Manager approached SIFE AUT for a similar fundraising project. Arnott’s Tim Tam has supported the BCAC for the past four years, with pink tea parties, pink Tim Tam biscuits and most recently; the Facebook Breast Buddies campaign. The project was thus to come up with new, innovative concepts, that would fit both brands; Arnott’s Tim Tam and the BCAC. The project required brainstorming and identifying the target audience. It also involved researching past breast cancer and other marketing campaigns in order to ascertain what had been done, what was successful, and what Arnott’s Pink could do in response. Regular meetings between Arnott’s Tim Tam and SIFE AUT’s team occurred to ensure that the concepts formulated were reflective of the brands, as well as being financially and strategically possible.
Impact
The results for the client would be that they are provided with concepts to which they can take away and implement, knowing the reasoning behind their creation, and the means to put them to action.
For team Pink, the results they received are vast, for example the team were able to gain a realistic insight to how professionals in business interact; the process of communication and approval that is present when providing a service to businesses/clients; how to become flexible with changes that can occur in business; being able to apply knowledge learnt during university to real life situations; and also the added bonus of being able to create important networks with business professionals.
Sustainability
The scope for this project changed during the project to becoming purely conceptual and exploratory, and not bound by time.
In terms of handover, Arnott’s Pink has proposed for this project to continue over a future semester with a new SIFE team for the execution of the concepts Arnott’s Tim Tam has shown interest in. At this point of time however the timing for the campaign is still uncertain.
