Skcin – Computertan.com

James Hamilton

For this campaign for skin cancer charity, Skcin, McCann Erickson created a hoax online product targeting obsessed “tanorexics” at risk from harmful over-exposure to sunbeds.

Skcin — Computertan.com

McCann Erickson

SUMMARY

This is a story about engaging an audience that didn't want to be engaged; talking to them about a subject which they didn't want to discuss and, perversely, persuading them to spread that message themselves. It's a story about a small charity with big ambitions and a strategy which enabled it to punch way above its weight.

Our Skcin campaign targeted those most at risk of developing skin cancer – the sunbed-obsessed tanorexics – by using their obsession against them. We created a fake, online tanning product designed to appeal to tanorexics' thirst for...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands