SAVE LOLA THE TURTLE by Ruiz Nicoli for CUENTAGOTAS

Adsarchive » DM » CUENTAGOTAS » SAVE LOLA THE TURTLE

SAVE LOLA THE TURTLE

Pin to Collection
Add a note
Industry Environmental & Animal Issues
Media Direct marketing
Market Spain
Agency Ruiz Nicoli
Director Iñaki Gil
Copywriter Javier Echevarría
Producer Gus Nogueira
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CUENTAGOTAS
Product/Service: WATER AWARENESS ASSOCIATION
Agency: RUIZ NICOLI LINEAS
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: RUIZ NICOLI LINEAS, Madrid, SPAIN
Entry URL: http://www.savelolatheturtle.com
Chief Creative Officer/Copywriter: Breno Cotta (Ruiz Nicoli Lineas)
Copywriter: Javier Echevarría (Ruiz Nicoli Lineas)
Head of Art: Hector Losa (Ruiz Nicoli Lineas)
Director: Iñaki Gil (lalivingston.com Productions)
Producer: Gus Nogueira (lalivingston.com Productions)
Account Executive: Claudia Pascual (Ruiz Nicoli Lineas)
AVI Editor: Miriam Gamo (Ruiz Nicoli Lineas)
Media placement: Internet website - Internet - 01 October 2009

Describe the brief/objective of the direct campaign.
Spanish population was wasting water at an alarming rate. We had to make people aware of the water shortage the country was living through. Can a turtle help a whole country save water? If its hanging from a huge aquarium in a billboard of one of Spain’s busiest streets, yes.

Explain why the creative execution was relevant to the product or service.
The interaction consisted in making believe that a huge Galapago turtle's life depended on your knowledge about saving water.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a website that showed a 24 hour live video, an aquarium stuck to a billboard with a huge turtle living inside. The level of water was constantly lowering, and the citizens were the ones who could avoid it by answering correctly questions about water awareness and different ways of saving water. The best part? It was all a hoax. The turtle wasn't a huge Galapago but rather a tuned up tiny turtle. The aquarium was really inside a studio, not in the street. And the aquarium billboard that everybody wondered where it was, in reality was an optical illusion. The audience was directed to the website through blogs, buzz marketing, free mentions on TV and free newspapers.

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.
More than 3 million people answered the questions correctly for an entire month through our web www.savelolatheturtle.com and became aware of the water shortage we had. The dams were at an average leverl of 52% before the web came out. Thanks to the change of behaviour in all of us, the levels of dams and lakes went up 30%. Today the dams of Madrid, for example, are fuller than ever before- up to an average level of 82%. There was an increase in water savings of 14%.