WWF Case study DIGITAL EARTH HOUR by BBH Shanghai

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Case study
Market China
Agency BBH Shanghai
Associate Creative Director Carol Ong
Executive Creative Director Johnny Tan
Creative Director Yinbo Ma
Art Director Aaron Koh, Zizi Shi
Copywriter Michelle Wu
Released May 2013


Cannes Lions 2013
Media Lions Use of Media; Best Use of Digital Media Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Digital Media
Advertiser: WWF CHINA
Product/Service: EARTH HOUR
Agency: BBH CHINA Shanghai, CHINA

Executive Creative Director: Johnny Tan (BBH China)
Art Director: Aaron Koh (BBH China)
Copywriter: Michelle Wu (BBH China)
Creative Director: Yinbo Ma (BBH China)
Associate Creative Director: Carol Ong (BBH China)
Art Director: Zizi Shi (BBH China)
Digital Producer: Yilin Lin (BBH China)
Engagement Planner: Darius Karbassioun (BBH China)
Engagement Planner: Jonathan Koh (BBH China)
Head Of Account Management: Finnian O’neill (BBH China)
Account Manager: Jane Chen (BBH China)
Digital Project Manager: Owen Sim (C3 Interactive)
PR Manager: Stephanie Yip (BBH China)

Results and Effectiveness

China’s biggest portals put rivalries aside and blacked out over 50 million PC, tablet, and mobile screens for one hour. That’s 10% of China’s netizens experiencing our movement in just an hour. Web Visit also increased by 630%. Without spending a cent on media.

Creative Execution

We started the Digital Earth Hour. We made it easy for China’s biggest portals to unite. We programmed the Earth Hour Code that allows them to digitally turn off their lights, as a symbol of their support. When netizens logged on to their favorite sites, their PC, tablet, and mobile screens blacked out, allowing them to experience the movement. A spotlight lights only the portion they want to view, the message: “Light only what you need.”
They’re directed to the Earth Hour website to learn concrete ways on conserving resources on a daily basis.
The biggest challenge that we faced in pulling it off was getting all the major digital platforms to put aside rivalries and unite around a great cause.

Insights, Strategy and the Idea

Earth Hour is still a very small movement in China. How do we get them interested in the movement and learn more about conservation? We translated the symbolic show of support to the environment in a way that’s relevant to the Chinese.
We started the Digital Earth Hour.