Million Dollar Vax campaign launches via Sayers Group, Big Red, PHD Melbourne + Bastion Amplify


Launched yesterday the Million Dollar Vax campaign will see $4.1M worth of prizes given away with one lucky Australian winning $1,000,000 and $100,000 given away every day in the form of 100 x $1,000 gift cards during the month of October, just for receiving a COVID-19 vaccination.


The campaign has been created by the Million Dollar Vax Alliance, a group of generous philanthropists and corporations and is focused on accelerating Australia’s vaccination program throughout October with the aim to drive vaccination rates above 80% nationally as quickly as possible.

The marketing campaign overseen by Sayers Group and agency partners, Big Red (creative), PHD Melbourne (paid media) and Bastion Amplify (PR and social) kicked off yesterday and will appear across TV, radio, press, OOH, online video, paid social, display and SEM. 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.

The Million Dollar Vax has been inspired by the successful Ohio ‘Vax-A-Million’ campaign in the United States which is estimated to have saved more than $60M in averted healthcare costs and contributed to an increase in vaccine take-up.

Says Craig Winkler of the Million Dollar Vax Alliance: “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.

The aim is to accelerate Australia’s COVID-19 vaccination program in a safe way throughout the month of October. The faster we reach higher vaccination rates nationally, higher than 80%, the sooner we all can safely resume our full range of community and business activity.”

Says Russel Howcroft, chief creative officer and partner at Sayers Group: “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.”

Sats Jack Heath, CEO, Philanthropy Australia: “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, with those already vaccinated still eligible to win, provided both vaccinations have been received by six weeks after October 31, 2021.

Entry into the Million Dollar Vax can be made at #MillionDollarVax ENDS

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 


Million Dollar Vax campaign launches via Sayers Group, Big Red, PHD Melbourne + Bastion Amplify