Marc-Oliver / Digital Brand Experiences — Have you had too much fun in the sun? myTAN – a tanning advisor for the iPhone can tell you.

Have you had too much fun in the sun? myTAN – a tanning advisor for the iPhone can tell you.

The strategy: In an effort to create awareness for Canada as an alternative holiday destination for the Australian sun worshipper, we developed a new mobile brand experience: With myTAN you were able to control your tan, track your overall sun exposure time, screen your tanning environment and do a skin exam on a regular basis. This long term benefit for myTAN users was linked to the functionality of exploring sunny beaches in Canada, the northern hemisphere, with less hazardous ultraviolet (UV) radiation.

Story behind it: Australia has the highest rate of skin cancer in the world. About two in three people who grow up here will develop some form of skin cancer before the age of 70. The major cause of skin cancer is over-exposure to UV radiation from the sun and other sources, such as solarium’s. People are well educated in terms of skin protection but still experience difficulties in evaluating their environment. The app does excactly that.

The execution: The core campaign message was: “Follow the GOOD sun.” We invited people through ads to do a basic skin exam on their computer with a web cam installed. The mobile service provided additional help to keep track of their tan and tanning environment and record any alarming changes of their skin. Through a credit system called UV-Credits, people could evaluate the time they were allowed to spend in the sun, at any given place. The app offered the opportunity to change that place. Users now discovered alternative places linked to a higher amount of UV-Credits, which granted more time in the sun.

A few screenshots: