Digital & Direct: Digital choice -

A reported 30,000 users hit within 24 hours of its launch this month. It was heavily promoted, almost plausible as a concept and packaged in classic infomercial, web-brochure style.

Even though you're 95% sure you're being led through the shrubbery, there's a fair chance you want to do some more digging. It's clearly succeeding in engaging a tough 15- to 34-year-old audience with little interest in a straight conversation about skin cancer. It holds your suspense as you search for a familiar brand and doesn't give the game away - the site is an awareness-raising piece on behalf of skin-cancer charity Skcin - until you try a free session.

Its power of engagement is high, but the messaging could be more poignant. The target audience would appear to be those who artificially top up their winter tans.

Testing the service sets you up perfectly for a hard-hitting fact about solarium use, which would have prompted me to seek out solarium users I know and send it on to my wife/sister/babysitter - the real target group.

I suspect the client's desire to project the message that it stands for all UV-related skin cancer was the barrier to full efficacy here.

Agency: McCann Erickson.


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