THE ZONING PLAN by Walker for Greenpeace

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THE ZONING PLAN

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Switzerland
Agency Walker
Director Alain Gsponer
Art Director Stefanie Huber
Copywriter Martin Arnold
Designer Signe Fleischmann, Rahel Witschi
Producer Pieter Lony, Caro Büchel
Editor Alex Kut
Released May 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: GREENPEACE SWITZERLAND
Product/Service: NUCLEAR ENERGY AWARENESS
Agency: walker
Date of First Appearance: May 15 2010
Entrant Company: walker, Zürich, SWITZERLAND
Owner / Creative Director: Pius Walker (Walker)
Copywriter: Martin Arnold (Walker)
Art Director: Stefanie Huber (Walker)
Account Management: Cornelia Nünlist (Walker)
Producer: Pieter Lony (Cobblestone)
Producer: Caro Büchel (Pumpkin Film)
Director: Alain Gsponer
Editor: Alex Kut
Composer: Malte Hagemeister
Designer: Rahel Witschi/Signe Fleischmann (Walker)
Media placement: Outdoor Posters - All Over Switzerland - May 2010
Media placement: Nation-Wide Public Stunt - Bern, Basel & Zurich - May 25th 2010
Media placement: Flyers - Handed Out During The Stunts - March 2010
Media placement: Direct Mail - Post - March 2010
Media placement: Viral Video - Web - May 2010
Media placement: Microsite - Web - May 2010

Describe the brief/objective of the direct campaign.
The campaign objective was to reveal facts and create awareness of the risks associated with nuclear energy. The aim was to encourage people to vote against more nuclear power plants being built in Switzerland in the future.

Target Audience were Politicians, Greenpeace members and people living in the designated nuclear fallout zones. Of course the campaign was also made relevant to the general public.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The campaign was led by a public stunt. On May 25th, 2010 hundreds of people all around Switzerland fell to the ground at different times, making visible the speed of a nuclear cloud spreading. This disruptive situation was used to hand out “The zoning pass” which included vital information. A mailer was also sent to 2000 politicians and 140'000 people living in the designated fallout zones. On the evening of the 25th, all footage collected from that days’ event was compiled into a viral video. Outdoor posters also alerted by-passers and locals in which zones they were and lived in.

Explain why the creative execution was relevant to the product or service.
The creative execution was relevant because all campaign touch-points directly addressed and targeted the people that would be most affected by a nuclear fallout situation. It used concrete facts to inform and alert people of the danger associated with nuclear energy.

This campaign was appropriate for Greenpeace because they are the leading independent campaigning organization that uses peaceful direct action and creative communication to expose global environmental issues.

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.
The viral film has received over 770’000 views and was the most viewed YouTube clip within its category. To date it is also the most-viewed Swiss YouTube ad ever. Greenpeace got over 3.7 million free media contacts and achieved their number one goal:

To ignite debates about the dangers associated with nuclear energy leading up to the public vote in 2012.