ELEPHANT by Grey Kuala Lumpur for Malaysian Nature Society

ELEPHANT

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Malaysia
Agency Grey Kuala Lumpur
Art Director Richard Chong
Copywriter Nadia Jasmin Mcdonald
Illustrator Vince Low, Jack Wong
Released March 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: MALAYSIAN NATURE SOCIETY
Product/Service: CHARITY
Agency: GREY GROUP KUALA LUMPUR
Date of First Appearance: Mar 17 2011
Entrant Company: GREY GROUP KUALA LUMPUR, MALAYSIA
Entry URL: http://www.savetemengor.org/submission/
Group Executive Creative Director / Art Director: David Sin (Grey Group)
Art Director: Richard Chong (Grey Group)
Copywriter: Nadia Mcdonald (Grey Group)
Illustrator: Vince Low (Grey Group)
Illustrator: Jack Wong (Grey Group)
Print Producer: Peter Soo (Grey Group)
Media placement: Poster Campaign - The Body Shop - 27 July 2010
Media placement: Print Campaign - Malay Mail - 21 March 2011

Describe the brief/objective of the direct campaign.
Malaysia’s Temengor Forest Reserve is over 130 million years old. So it’s older than the Amazon or Congo and contains species of flora and fauna that cannot be found elsewhere. Unfortunately, only one-third is part of the Royal Belum State Park, which leaves the rest to illegal logging and poaching.
To make Heads of State take action, Malaysian Nature Society (MNS) created a signature petition drive with Body Shop Malaysia. The Aim: Collect 100,000 signed petitions online and at Body Shop outlets. So all of Temengor can be included in the Royal Belum State Park and fully protected.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Posters and Print Ads were created for the Malaysian Nature Society (MNS) and Body Shop - to encourage people to join the ‘Save Temengor Forest Reserve’ Signature Petition. Each featured a unique signature designed to look like an endangered species - as every signature helps to save another animal of Temengor and more of the Forest Reserve. With this simple-to-understand message, we helped to ensure that people of all ages could participate and contribute in saving Temengor Forest Reserve.

Explain why the creative execution was relevant to the product or service.
The creative execution was fresh, simple and yet powerful. At first glance it shows an animal, but with a second glance a signature is seen. And it came with a very simple message – sign for Temengor and save an animal that makes the Forest Reserve its home. The execution was most appropriate for both the Malaysian Nature Society (MNS) and Body Shop Malaysia too – as both companies continuously strive towards making the world a greener, cleaner place.

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.
While the campaign is still ongoing, we’ve had great success so far. We have helped MNS and Body Shop Malaysia collect 81,000 signed petitions and the number is still increasing. We hope to reach the targeted number of 100,000 signed petitions by World Environmental Day on 5 June 2011 – and make Heads of State take action, by including all of Temengor Forest Reserve in the Royal Belum State Park so it becomes a fully protected area.