One lucky Australian will win $1m.
Created by the Million Dollar Vax Alliance, the Million Dollar Vax campaign aims to accelerate the COVID-19 vaccination program with $4.1m worth of prizes on offer.
Inspired by the Vax-A-Million campaign in Ohio in the US, $100,000 will be given away daily in October, in the form of 100x $1000 gift cards. The entry condition is getting the first COVID-19 vaccination and being fully vaccinated prior to December 13. Entrants will automatically go into the major prize draw for $1m.
The Million Dollar Vax Alliance, a group of generous philanthropists and corporations, aims to accelerate Australia’s vaccination program throughout October and get vaccination rates above 80% as quickly as possible.
The marketing campaign overseen by Sayers Group and agency partners Big Red, PHD Melbourne and Bastion Amplify, will appear across TV, radio, press, OOH, online video, paid social, display and SEM.
Sayers Group CCO and partner Russel Howcroft says the campaign has already had an impact.
“Sayers Group swiftly convened some brilliant comms partners to create a vaccination campaign that has already generated considerable momentum.
“Craig Winkler is a hell of a good client and, with his focus and the skills of our team, we are all hoping to have a significant impact on the size and the speed of the Australian vaccination program,” Howcroft says.
The campaign targets areas with low vaccination rates, areas with high density of unvaccinated citizens and includes significant investment into CALD communities across television, DOOH, programmatic display, paid social and community radio.
Craig Winkler of the Million Dollar Vax Alliance says the aim is to accelerate the vaccination program in a safe way.
“The purpose of the promotion is not to convince people to be vaccinated. That’s a decision you should make in consultation with a health professional. The promotion simply seeks to reward people who decide to be vaccinated now rather than waiting, so that we can reduce the community impact of the COVID-19 pandemic.”
Philanthropy Australia CEO Jack Heath says the campaign will benefit the wider community.
“The Million Dollar Vax campaign is strategic philanthropy in action - a collaborative, targeted intervention that will save lives, ease the burden on healthcare workers and benefit the wider community.”
All Australians aged 18 and over are eligible to enter at www.milliondollarvax.com. #MillionDollarVax
Credits:
Client: Million Dollar Vax Alliance
Advisory business: Sayers Group
Creative agency: Big Red Communications Group
Media agency: PHD Australia (Melbourne)
CALD media: OMD Diverse
PR and social media agency: Bastion Amplify
Promotion agency: Blackhawk Network
