INTERNET FOR PEACE by OgilvyOne Milan for WIRED MAGAZINE

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INTERNET FOR PEACE

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Industry Magazines
Media Direct marketing
Market Italy
Agency OgilvyOne Milan
Creative Director Paolo Iabichino
Art Director Sarah Pollard, Giovanna Burrascano
Copywriter Graziano Nani
Account Supervisor Simone Zanelli
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: WIRED MAGAZINE
Product/Service: WEB - NOBEL PEACE PRIZE
Agency: OGILVYONE
Date of First Appearance: Mar 23 2010 12:00AM
Entrant Company: OGILVYONE, Milan, ITALY
Entry URL: http://www.internetforpeace.org/manifesto.cfm
Creative Director: Paolo Iabichino (OgilvyOne)
Art Director: Giovanna Burrascano (OgilvyOne)
Copywriter: Graziano Nani (OgilvyInteractive)
Art Director: Sarah Pollard (OgilvyInteractive)
Account Director: Silvia Sgarbi (OgilvyOne)
Account Supervisor: Simone Zanelli (OgilvyInteractive)
Account Executive: Ethiopia Abiye (OgilvyOne)
Head of 360°Digital Influence: Luca De Fino (OgilvyInteractive)
Web Developer: Mara De Rosa (OgilvyInteractive)
Web Developer: Emilio Cristiano (OgilvyInteractive)
Graphic designer: David Moretti (Wired)
Media placement: Website - Web - Online From 23 October 2009
Media placement: Print Campaign - Condé Nast, International Newspaper - From January 2010
Media placement: Editorial Section - Youtube, Msn - From October 2009
Media placement: Social Network - Facebook - From October 2009
Media placement: Digital Advertising - On The International Website - From October 2009
Media placement: Event - Milan And Streaming - 23 October 2009

Describe the brief/objective of the direct campaign.
The objective of the campaign is to nominate the Internet for the Nobel Peace Prize. The target audience is totally represented by new customers. The strategy of the campaign: obtain the support of important opinion leaders; reach people with print ad, banners, social networks, events, pr, editorial sections, user generated contents; drive them to the website; invite them to join the cause putting the signature to become part of the movement.

Explain why the creative execution was relevant to the product or service.
The creative execution is relevant to the project because the goal of Internet for Peace is to involve all the people with the idea that the Net should win the Nobel Peace Prize. The strength of the creative is the insight that the internet is much more than a network of computers: is a huge group of people with a new tool for the peace in the world. That’s why it deserves the Nobel.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution is based on the idea that the internet is more than a network of computers: is a huge group of people with a new tool for the peace in the world. Everyone of us is part of the movement. Everyone of us can give support by putting the signature on the website and sharing the project with friends.

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.
Internet for Peace gained the support of really important Opinion Leaders like Nicholas Negroponte, Chris Anderson, Giorgio Armani, Shrin Ebadi, Umberto Veronesi and relevant endorsers such as Google, Microsoft, YouTube, Citroen, Fastweb, Current Tv. We also obtained 160 signatures of Italian parliament members. The President of the Italian Chamber of Deputies read publicly a part of the project’s manifesto during 'Internet is Freedom', the event that hosted the web guru Lawrence Lessig. The project obtained the attention of important newspapers and Italian magazines, like Corriere della Sera. The website internetforpeace.org has thousands of users who joined the cause.