Not every product launch comes with an inbuilt campaign headline. The Works got lucky when Brother International developed an NFC tie that accepts credit card donations for breast cancer research. The campaign, Brother for Sisters, is the result.
Tap the world’s first NFC-fitted tie with a credit card and a $10 donation is sent directly to the National Breast Cancer Foundation. The Tap Ties have been fitted with a near field communication chip that’s connected to a smartphone and programmed to accept and forward payments, while a receipt is issued by the donor’s bank.
According to The Works’ data, men want to support women in their fight against breasts cancer. The week long social media campaign allows people to buy the gift-boxed tie for $20 and wear it. Anyone can then tap the tie to donate.
The A-list Tobias brothers – Jackson, 26, Julian, 34, and Jonas 23 – will also be roaming Sydney CBD in their pink ties gathering donations.
“For a cashless society, the ties are perfect and $10 goes a long way. Everyone has, at one stage, had to deal with people coming up and asking for money, and most people are happy to donate, but not a lot of people carry cash on them. This way they can just use their card and they can be on their merry way in just a couple of seconds,” Jonas Tobias noted.
Kelly Wilson, senior marketing manager at Brother International Australia stated that the campaign aims to help the National Breast Cancer Foundation reach its goal of zero deaths by 2030.
“We have selected this charity as it holds importance to many of the women that work at Brother. Brothers and men are stakeholders in the journey travelled by many women living with breast cancer. This campaign demonstrates that males play an important role in supporting their loved ones during this illness.”
Paul Swann, creative partner at The Works added, “This is a great example of how new technology can take a traditional method of fundraising to the next level, making it simpler than ever before. It is great to see Brother throwing its support behind a fantastic cause.”
Client: Brother International
Agency: The Works
Creative Partners: Paul Swann & Mark Harricks
Copywriter: Julia Dixon,
Art director: Maricris Llanillo
Project manager: Lisa Mackenzie
Creative design lead: Chris Dwyer
Content producer: Marcus Coblyn
Technologist: Kadir Gunduz
Production Manager: Kadir Gunduz
Print Producer: Angelita Gandakusuma