Brief: Spend A Penny is a new app

to make men donate one penny to prostate cancer research every time they go to the loo.

 

Insights: The idea of such a kind of app sounds weird.

Idea: A campaign that raises curiosity and engagement step by step,

making some very famous songs sound weird but fun.

1. INTRODUCE THE APP

2. KEEP ENGAGING THE AUDIENCE

Piss

Radio ad

Don't worry, pee happy

Johnny pee good

3. CHALLENGE THE USERS WITH A CONTEST

They can propose their own new songs

and share them on social media.