To shock people into saving their skin, we proved the sun’s power by sunburning our campaign message onto apple skins - a brand new DM idea.First we stuck our message on the skin of unripe apples and then the hot sun did the rest. Once the apples had ripened, we removed the protective stickers to reveal our message burned onto the apple’s skin. Then our promo team took the apples to Bondi Beach and handed them out to beachgoers, along with sunscreen and skin cancer information.

The apples fascinated people and started hundreds of conversations about sun safety. By demonstrating the sun’s power, the apples achieved our objective of engaging our target market with a new and compelling angle on sun safety.•400 apples started hundreds of educational conversations •Top rating Sydney TV news coverage, radio and press •2500 more branded apples ordered for medical conference•Total cost of event AUD $1,000•ROI 2700%, based on PR and consumer exposure