"SNOWMEN AGAINST GLOBAL WARMING" Promo / PR Ad for Entega by DDB Germany

Site: http://www.clioawards.com/winners_media/2011/public_relations/high/201109804_1_supporting.pdf

Type of entry: Sectors & Services
Category: Corporate Communication
Advertiser: ENTEGA
Product/Service: RENEWABLE ENERGY
Agency: DDB GERMANY BERLIN, GERMANY
Chief Creative Officer: Amir Kassaei (DDB Group Germany)
Executive Creative Director: Stefan Schulte (DDB Germany, Berlin)
Creative Director: Ludwig Berndl, Kristoffer Heilemann (DDB Germany, Berlin)
Managing Director: Andreas Poulionakis (DDB Germany, Berlin)
Director/Executive Producer: Ralf Schmerberg (Trigger Happy Productions)
Copywriters: Edgar Linscheid,Mona Sibai,Antje Gerwien,Res Matthys (DDB Germany, Berlin)
Art Directors: Cathrin Ciuraj,Lars Buri,Chan-Young Ramert,Marian Grabmayer (DDB Germany, Berlin)
Graphic Design: Steffen Boseckert,Mattias Nygard, (DDB Germany, Berlin)
Client Service Directors: Anke Peters,Matthias Meusel (DDB Germany, Berlin)
Account Manager: Sebastian Neumann,Ann-Katrin Schelkmann,Caroline Sturm (DDB Germany, Berlin)
Agency TV Producer: Barbara Simon (DDB Germany, Berlin)
Executive Producers: Stephan Vens,Eva Maier-Schönung (Trigger Happy Productions)
Project Management: Cornell Hentze, Bella Sahin (Trigger Happy Productions)
Public Relations Strategy, Framework Program: Sven Griemert, Antje Schuler, Karin Leppin (J+K Agentur für Strategische Kommunikation)
Production Design: Peter Weber (artdepartment)
Online: Art Direction/Concept/Programming: Ebon Heath, Eric Mahleb, Oliver Berger (mindpirates)
Authors: Göran Adrian Bellin, Peter Weiss, Matthias Gössling (mindpirates)
Research: Sofia Uguccioni, Judtih Landkammer, Rachel de Joode, Polly Robbins (mindpirates)
Photographers: Dennis de la Haye, Max Merz, Sven Glage ()
Audio Production: Lukas Walter, Lars Gelhausen, Nina Steiger, Claudia Hesse (Hastings Audio Network Berlin)
Describe the campaign/entry:
ENTEGA is an energy provider, which accepts its enormous responsibility for climate protection by specializing on renewable energy. Although already Germany’s second largest supplier of green energy, ENTEGA is so far only regionally known. Our challenge: reach national awareness for the brand and its attitude. The limited budget did not allow us to use traditional media, so we decided to create an event the country would talk about. We initiated the “The Snowmen’s Demonstration Against Global Warming.” As a venue we chose one of the most important public places in Germany: the Schloßplatz, at the historical centre of Berlin. Our event was the first that received the permission to happen here. We invited everyone to build snowmen and give them messages against global warming. We also invited journalists and opinion leaders. Within 3 days an army of snowmen was built. More than 20.000 visitors within 3 days spread the snowmen’s appeal by word of mouth and all over the web. Nationwide media coverage established ENTEGA as a partner in the fight against climate change. And even the Senate of Berlin was so impressed by the event that we were allowed to keep the installation until the snowmen finally melted.
Describe the brief from the client:
We had to establish ENTEGA nationwide as supplier of affordable, green electricity. To justify our clients’ mentality and the target group’s awareness about climate change, our campaign needed to be sustainable in terms of communication and regarding ecological aspects. The small budget demanded an event the country would talk about. We had to involve people, make them have fun and also be inspiring. Accordingly, the event needed to have the appeal to convince opinion leaders and multipliers: they should think and talk about ENTEGA and spread our message even when the event was over.
Results:
Within three days, more than 20.000 visitors built a whole army of snowmen and thereby turned the Schloßplatz into a monument against global warming. Uncountable pictures were taken and spread all over web, all the way to Brazil. Extensive media coverage included “photo of the week” in a major German news magazine and a feature in the most important news broadcast “Tagesthemen”. The unique visits on www.entega.de increased by 300%. The Snowmen’s Demonstration managed to establish ENTEGA as a partner against climate change. But above all, it was a monument against global warming the country talked about and an impressive image that no one who has seen it is likely to forget.
Execution:
We invited everyone to come and build snowmen. Starting off with various social media channels. Then, real snowmen attacked the city: a promotion with actors dressed as snowmen, went through Berlin and invited everyone to come, sharing out flyers and speaking for the snowmen’s cause. Street art, ambient elements and several viral films completed the invitation phase.
The news spread all over the web and the German media. We invited school classes, opinion leaders and multipliers. At the venue – right in the heart of Berlin – we offered people everything they needed to build their individual snowman. Everything worked out as planned except one thing: the Senate of Berlin had originally given a 3-day-permission. Being impressed by the snowmen, we were allowed to keep it until the end of winter. So even weeks after the event was over, the snowmen still attracted visitors and the press.
The Situation:
Since the German electricity market has been deregulated, it has become highly competitive. At the same time, the German population’s awareness regarding climate change, ecological products and sustainable behaviour has increased. But: green Energy still plays a negligible role in the total of German energy supply. It is expensive and perceived as a luxury good. ENTEGA strikes a new path: it offers green electricity on the same price level as traditionally produced electricity is and makes it affordable for everyone. Our challenge was to reach national awareness for the brand and its attitude with a small budget.
The Strategy:
In order to reach as many people as possible, we focused on the help of the German public and the media already in the invitation phase. Since the event should be recognized throughout Germany we chose a venue that would be a statement itself. At the venue, we offered people everything they needed to build snowmen and give them their personal messages. A dialogue room next to the field offered any information visitors and journalists could ask for. A framework programme included expert discussions, lectures for kids, concerts and a guest of honour: Angaangaq Angakkorsuaq, elder and shaman of the Greenland Inuit, known for raising awareness on global warming and ambassador of the Arctic people in the United Nations. On site, a media centre uploaded content to the website and various social media channels and also prepared press kits.