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 www.milliondollarvax.com. #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
22 Comments
Absolute genius. Who was the lyricist?
yeah it’s all great – but the D.O.B. function on your website is dodgy so i can’t enter.
I’ve just tried numerous times and it won’t allow me to to put in my year of birth
Absolute genius. Who came up with this fantastic bribe!
Pretty sure lotteries were already a thing – that anyone can enter….
Great incentive, thank you.
But Do I need to enter each day for daily draw.? Or do I only enter the once?
will not let me enter my date of birth.🤔 Grrrrrrrrrrrrrrrrr! Probably too old at 80
If you want to ‘reward’ people for getting vaccinated, what about all of us who did the right thing (1st & 2nd jabs) without the ‘bribe’ being offered. We deserve something as well, so how about a $100 each.
Everyone who is vaccinated including those of us vaccinated previous to this lottery can still enter.
Unable to put Date of Birth . All very strange
I had trouble on my phone and used the computer, no worries. DOB click on the actual day of the month once you have entered all your details.
I think is real I’m fully vaccination and I put my email isn’t recognized my email.
Typical of this Australian government, it’s just a scam to get your information so they can start sending you scam shit emails
Won’t let you fill in your birthday so you can’t enter
This just pisses me off , everything that this government does comes with problems. I bet all the politicians can enter . Rich get richer , poor get poorer
Once again the people who famous and do the right thing of their own responsibility and care for the community and others get screwed over by the johnny come lately who sit on their backsides doing nothing until so.eone dangles a carrot in front of their nose.
Why not open it to all double vaxxers and reward the people who got off their arse at the start as well??
Read the terms and conditions.. only open to those vaccinated after 1 October. I agree with Margaret how about rewarding the people who got vaccinated without a bribe??
Typical new Australia
.do nothing until u get paid for it
I cannot access the milliondollarvax website on my Microsoft Edge browser. Why is this so?
Just wasted an hour trying to register, would not register my birth year kept going to 2021, then it would say you have to be 18 to register grrrrrr I am 70. Would not accept my postcode also said it had to be Australian recognised, what do you have to do to register. I am on the verge of throwing my phone in frustration
Date of birth faults
Can not enter year
I cannot send an email in your Questions Not Answered section subheading Contact Support and did not receive and email response.
So the fine print says “must be fully vax’d by Dec 13,2021” … The drawing was scheduled to be held before all conditions were met. Interesting. Corporations paying millions to get the shot in more arms? Gotta be something big in it for them.
If BigCorp is paying millions to get this shot in people’s arms, there’s your sign it’s in THEIR best interest not ours.
Recd email i’d won $1000 & to supply ID, bank details, & vax cert proof in 3 DAYS.
BUT their website was down & time expired to reply!
So sent question to their Support link,
BUT reply sed they’ll “answr in 5 BUSNESS DAYS”! Conclusion: It’s a scam to get yor private details!