Nothing exemplifies the power of a good movie like its ability to makes us cry. So we decided to show just how powerful the effect of a good movie could be.We had Rialto partner with researchers and The Breast Cancer Foundation to create ‘The Breast Cancer Screenings’. A research event, in a cinema, playing Rialto films designed to make women cry, with researchers on hand to collect their tears.

First, Rialto Channel themed their entire channel with weepy movies over breast cancer awareness month. We then launched an integrated campaign that encouraged women to watch these movies on Rialto, sign up for a free ticket to our event online and come along to donate their tears at the end of the month.

TV:

Saturday 24th September

Played 1493 times across 23 channels

Animation:

Saturday 1st October

Played 57 times on Rialto Channel only

Print ADs:

Alexia: 30th Oct - Herald on Sunday.

Nic: 31st Oct - NZ Herald

Liz: 31st Oct - NZ Herald

Sponsored content –

Mon 10th October

Stuff and Herald on Sunday

Event-

Tue 1st November

Academy Cinemas

Posters-

Tue 1st November

Academy Cinemas

The researchers were able to collect a huge sample bank of tears which they've already used in a number of tests to help the FDA approval process. Once the device is released it could save up to 400,000 women's lives a year.

The event received worldwide coverage everywhere from the New York Times and Daily Mail.

Reach of 6, 111, 362

$424,935 in free PR.

Off the back of our campaign, Rialto subscriptions increased by 8.11% while subscriber churn went down by 24.6% compared to the same month last year. Meanwhile, Rialto's site traffic increased by 63.5% and new site visits went up 32.4% on the same times last year.