The Natural Resources Defense Council (NRDC) DM CITY FAN by BBDO Beijing

CITY FAN

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Industry Environmental & Animal Issues
Media Direct marketing
Market China
Agency BBDO Beijing
Art Director Agri Cai, Sophia Yu
Copywriter Awoo Lai, Dont Huang, Alvina Seah, Andrew Lok
Designer Carl Liu
Released March 2012

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: NATURAL RESOURCES DEFENSE COUNCIL
Product/Service: CURBING GLOBAL WARMING
Agency: BBDO CHINA
Executive Creative Director Of Greater China: Wai Foong Leong (BBDO Shanghai)
Executive Creative Director: Awoo Lai (BBDO Shanghai)
Group Creative Director: Dont Huang (BBDO Shanghai)
Art Director: Carl Liu (BBDO Shanghai)
Art Director: Agri Cai (BBDO Shanghai)
Art Director: Sophia Yu (BBDO Shanghai)
Copywriter: Awoo Lai (BBDO Shanghai)
Copywriter: Dont Huang (BBDO Shanghai)
Copywriter: Andrew Lok (BBDO Shanghai)
Copywriter: Alvina Seah (BBDO Shanghai)
Designer: Carl Liu (BBDO Shanghai)
Account Director: Summer Zhang (BBDO Shanghai)
Creative Service Director: Ivan Zee (BBDO Shanghai)
Studio Manager: Jinkin Zhu (BBDO Shanghai)
Media placement: Direct of Mailing - 2000 Direct Mailers Were Distributed To Those Who Are In Tune With Environmental Care - 10 March 2012
Describe the brief/objective of the direct campaign.
Shanghai is the city with the most air conditioners in China. While it cools the indoors, it is however, continuously releasing carbon dioxide, which in turn warms the city. When we say global warming, the root of the problem actually starts from the city. NRDC (Natural Resource Defense Council) seeks to raise awareness about this increasingly problematic issue. Since last year, when the NRDC China website went live, it received a lot of attention from the Chinese audience. In Beijing, it easily attracted a lot of volunteers to register online. But this awareness is lacking in another important Chinese city - Shanghai. Our aim is to encourage people living in Shanghai to actively log on to the NRDC China website, and register themselves as volunteers.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed a special fan. Every blade of the wooden fan is made in the shape of Shanghai’s most iconic buildings. When people use this fan, they will literally feel the breeze that the city brings. Regardless of whether they are eventually selected for the volunteer program committed to curb global warming such as use less air-conditioning, the first 2,000 registered participants will receive the specially created ‘City fan’. And the fan was delivered to the address that they registered with, then we posted the message above on the micro-blog (Chinese version of twitter) , which attracted more than 4,000 applications in 1 month, and in turn raised awareness of the NRDC website amongst those living in Shanghai.
Explain why the creative execution was relevant to the product or service.
We help to cultivate a habit of reducing our air conditioning usage, and in turn get back that natural cool breeze
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.
Over thousands of Shanghainese identified with this simple analogy. The design of the fan received rave reviews. It allowed more and more people to believe in the natural good that the habit of using a fan can bring. It also brought across the message that, if we continue this habit, it can help reduce the emission of harmful gases and will be a contributory step to our efforts against global warming.