MAC Half H
Overview of this campaign
The objective of the campaign was to create awareness around wearing seatbelts. Discussions with the agency was to create an effective delivery for the campaign in print that also included outdoor billboards and bus advertising. The core creative was already eyecatching but needed to stand out in a newspaper environment.
Results for this campaign
ACM utilises a templated page layout system that includes hundreds of ad stacks and different creative shapes. None of them fit the bill with the MAC Get your s**t together campaign. We worked closely with Wavemaker to create a bespoke half H ad unit bleeding in to the gutter that creates a massive impact on the page. The custom shape matched with the strong visual and punchy copy writing makes this ad hard to miss.
Creating the shape and template involved working closely with editorial and fulfilment teams to adapt formats to ensure the ad ran correctly. For its first appearance, the shape even leant itself to running supporting editorial to really drive home the core message.
The creative ran across ACM’s 15 South Australian titles and the ad unit was so successful and well received that the same format was picked up to run in independently owned titles across the state and was by far the most interesting execution of the campaign.
The first appearance was so well received it was rolled out again across the state to ensure it achieved better coverage