The Burn Burn Burn case is a strong multichannel activation where all media leads to one clear activating message that was distributed via cinemas and strongly supported by online, social and PR.

In the teaser stage a buzz about a new horror movie was created on mainly social and PR. When the actual 1 minute horror movie hit cinemas nationwide people understood the fact about the clear and simple message about the scary facts about sun beds and PR and social started discussing the facts. We also added valued facts in this phase.

We kickstarted a conversation with this young target group and after the campaign a social dialogue continues. This campaign is one of many to keep stating the fact that tanning is seriously dangerous.

82% remembers the ad - which is quite above average (65%)

58% likes the ad, which - which is quite above average (44%)

The message understanding is high -75% responds, that the ad reminds them, that they shouldn't use sun beds.