DOG FOOD by J. Walter Thompson Hong Kong for Friends Of The Earth

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DOG FOOD

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Industry Environmental & Animal Issues
Media Direct marketing
Market Hong Kong SAR China
Agency J. Walter Thompson Hong Kong
Art Director Dave Ho, Kwong Chi Kit, Arthur Tse
Copywriter Steven Lee, Barbara Fu, Daat Lai
Account Supervisor Serena Tsang
Released March 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: FRIENDS OF THE EARTH
Product/Service: ENVIRONMENTAL AWARENESS
Agency: JWT HONG KONG
Date of First Appearance: Mar 3 2010 12:00AM
Entrant Company: JWT HONG KONG, HONG KONG
Executive Creative Director: Steven Lee (JWT Hong Kong)
Creative Director: Kwong Chi Kit / Barbara Fu (JWT Hong Kong)
Copywriter: Barbara Fu / Daat Lai / Steven Lee (JWT Hong Kong)
Art Director: Kwong Chi Kit / Arthur Tse / Dave Ho (JWT Hong Kong)
Print Production: Jimmy Pong / Ray Lai (JWT Hong Kong)
Account Supervisor: Serena Tsang (JWT Hong Kong)
Media placement: Direct Mail - Mailing - 3 Mar 2010

Describe the brief/objective of the direct campaign.
To encourage people to minimise electricity consumption

Explain why the creative execution was relevant to the product or service.
Getting electricity is way too easy and has made people not to think before plugging in. That’s why we created a reminder, right at the source of electricity - the Plug, to remind people to use electricity in a more cautious way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of asking people to unplug, we suggested that they plug in.....but in a different way. Following our creative concept of “plug in, save energy”, we created... specially designed “plugs” from environmentally-friendly paper to transform sockets into other useful home accessories, such as a Dog Food Bowl.

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.
We successfully transformed sockets from a source of pollution into a means of saving energy. With the URL printed on the Dog Food Bowl, people were attracted to our Facebook group, more ideas were generated and participation from the general public increased. The campaign was further spread among Facebook users and, as a result, more people joined and shared their ideas for an energy saving plug. Even now, our Facebook Group members and new designs keep growing in numbers.