Foundation and Telfast, as part of a major sponsorship integration with Seven, teamed with the AFL to address allergies as the ultimate disruption during hayfever season.
For the allergy category, hayfever season is like the Super Bowl. There are many players, and everyone is fighting for share of attention.
To get people’s attention during hayfever season, Foundation created the Telfast Double Take.
This execution disrupted programming with bespoke assets that lure the viewers into feeling that they are watching live TV only for the programming to be disrupted with a pesky dramatisation of hayfever allergy symptoms – such as a shake of the camera from a sneeze.
Focusing on programming that aligned with hayfever allergies such as AFL and Better Homes & Gardens, it provided the contextual relevance with the grass playing fields and gardening during the springtime.
Foundation’s head of strategy, Kim Dolengowski, said in a category like allergy, the real enemy is brand apathy.
"The best way to overcome this is by creating disruption that people can fall in love with," said Dolengowski.
"The Telfast brand has a lighthearted personality which served as our springboard. We played into the insight that for many people, hayfever allergies can feel like the ultimate disruption, so what better way to do this than create them in media. That’s where Foundation, our clients, and the team at Seven made real magic happen.”
These big moment disruptions feature both before and during Seven’s commentator, James Brayshaw’s AFL game, seen ‘saving’ the AFL’s condition report on the field from hayfever, via what is seemingly a behind the scenes mishap to capture the audience’s attention before Brayshaw reinforces the core campaign messaging.
The partnership with Seven seeks to command a disproportionate share of audience attention through an integration that enables Telfast to disrupt culture.
The campaign, which runs from August to December 2023, identifies programming moments to help Telfast differentiate in a competitive category by inspiring a 'double take' with a live-action advertisement that is 'interrupted' by hayfever allergies.
Cristiane Dean, Telfast zone lead, Sanofi Australia, said the strategic launches are paying dividends.
"We have seen huge improvements in brand health metrics a result of this disruptive media strategy and plan, increasing brand awareness and brand consideration," said Dean.
The second release of bespoke ‘ad interruptions’ launched October 6 on Better Homes and Gardens. The broader campaign was supported by TVC, assets are being run on the Seven network and amplified through OOH, digital, and social.
Credits:
Media agency:
Foundation
Jaime Mills – Planning Director
Kim Dolengowski – Head of Strategy
Dona Choi – Business Director
Louis Mayne – Head of Investment
Liz Wigmore – Managing Director
Advertiser:
Sanofi
Cristiane Dean, Telfast Zone Lead
Phil Crespin, Brand Activator, Telfast
Sarah Pothecary, Zone Brand Lead
Tracey Peters, Media and Agency Relations Lead
Seven Network
Amanda Soliman – Senior Campaign Manager
Julia Watt- Group Strategy Manager
Tom Ellen- Sport Sales Manager
John Gregory- Group Sales Manager
Red Engine Creative
Fred DuRietz - Creative Director
Ben Fletcher – Senior Lead Creative / Director
David La Delfa – Senor Creative / Director
Sarah Taylor – Creative / Conceptual
Giselle Epstein – Flame Designer
Chris Seeto - Producer
Creative agency:
Publicis Australia
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