POP-UP BOOK by Ogilvy & Mather Beijing for Greenpeace

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market China
Agency Ogilvy & Mather Beijing
Art Director Wang Yi Fei
Copywriter Doug Schiff, Andrew Lok
Producer Wu Tong, Zhang Yong
Released November 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: GREENPEACE
Date of First Appearance: Nov 15 2009 12:00AM
Executive Creative Directcor: Doug Schiff (Ogilvy Beijing)
Art Director: Wang Fei (Ogilvy Beijing)
Copywriter: Doug Schiff (Ogilvy Beijing)
Producer: Wu Tong, Zhang Yong (Ogilvy Beijing)
Account Manager: Vivian Guo (Ogilvy Beijing)
Copywriter: Andrew Lok
Media placement: Ambient, Non-Mail - Within Book Fair Space - November 15-17, 2009

Describe the brief/objective of the direct campaign.
Greenpeace wanted to make a memorable impression with publishers at an international book fair concering the dire situation facing the rapidly disappearing Indonesian rainforests.

Explain why the creative execution was relevant to the product or service.
The idea of a pop-up book that didn’t fully pop-up was a perfect fit for a message about illegal logging of the forest with this particular target. In addition, the sharp, controversial tone was just the right fit for the Greenpeace brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The objective was to create awareness among the publishing community about the severity of the problem with the illegal logging within these rainforests. The challenge was to create something that would that be both memorable and provocative, so the industry would better understand the situation.

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.
Book publishers took more than a passing interest. Inquiries into both a providing a wider distribution for the book as well as on offer from a chain of bookstores to create a 'green corner' featuring the book, were offered and are currently being pursued by the client.