SNOWMEN AGAINST GLOBAL WARMING by DDB Berlin for Entega

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SNOWMEN AGAINST GLOBAL WARMING

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Industry Energy & Water Utilities, Raw Materials & Minerals
Media Direct marketing
Market Germany
Agency DDB Berlin
Executive Creative Director Stefan Schulte
Creative Director Ludwig Berndl, Kristoffer Heilemann
Released April 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: ENTEGA VERTRIEBS
Product/Service: RENEWABLE ENERGY
Agency: DDB GERMANY BERLIN
Date of First Appearance: Apr 4 2010 12:00AM
Entrant Company: 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)
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 Producer: Lukas Walter, Lars Gelhausen, Nina Steiger, Claudia Hesse (Hastings Audio Network Berlin)
Media placement: Event - Schloßplatz, Berlin - 22.01.2010
Media placement: Promotion - Berlin - 08.01.2010
Media placement: Social Media - E.g. Facebook, Twitter, Youtube, - 11.01.2010
Media placement: Microsite - Entega.de/denkanstoesse - 11.01.2010
Media placement: Viral Films - E.g. Youtube.com - 05.01.2010
Media placement: Guerilla/Street Art - Berlin - 15.01.2010
Media placement: Posters - Berlin - 11.01.2010
Media placement: Print Ads - Regional Magazins, E.g. Zitty Berlin, [030] Magazin Berlin, Tip Berlin - 04.01.2010

Describe the brief/objective of the direct campaign.
Entega is an energy provider, which accepts its enormous responsibility for climate protection by specialising in renewable energy. Although already Germany’s second largest supplier of green, climate friendly energy, Entega is so far only regionally known. We had to reach national awareness for the brand and its attitude with a limited media budget.

Explain why the creative execution was relevant to the product or service.
The energy sector is responsible for almost half of Germany’s carbon dioxide emissions. But customers actually have the power to change something – by choosing their energy provider. The more green energy is asked for, the more must be produced. Although awareness for climate change is growing, energy is still a low involvement product most people don’t really care about. That is what the Snowmen’s Demonstration wanted to change – by addressing people directly and on a very emotional level. Since the German electricity market has been deregulated, it has become highly competitive.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to focus on the cause rather than the product, to make people care and turn climate change into something very personal: in January 2010, the Snowmen gathered in the centre of Berlin to demonstrate for their survival. Everyone was invited to come (e.g. via various social media channels, viral films, street art, a promotion, guerrilla elements). Thousands of people built snowmen and gave them messages with a personal statement against climate change. We wanted them to get emotionally involved, to talk to Entega and about Entega voluntarily and willingly. Visitors should make an experience they would not forget.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In 3 days, more than 20,000 visitors came to build a whole army of snowmen, to watch, to enjoy the atmosphere and to meet Entega. The snowmen’s appeal spread by word of mouth. Visits on the Entega website increased by 300%. Discussions throughout the web and nationwide media coverage established Entega as a partner in the fight against climate change. But above all, the snowmen’s Demonstration was a memorial against global warming that no one who saw it is likely to forget.