FLUORESCENT CANDLE by Leo Burnett Manila for WWF

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FLUORESCENT CANDLE

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Philippines
Agency Leo Burnett Manila
Executive Creative Director Raoul S. Panes
Creative Director Alvin Tecson
Art Director Mela Advincula
Producer Benjie Puno
Released March 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: WWF PHILIPPINES
Product/Service: EARTH HOUR-CLIMATE CHANGE INITIATIVE
Agency: LEO BURNETT MANILA
Date of First Appearance: Mar 19 2010 12:00AM
Entrant Company: LEO BURNETT MANILA, Makati City, THE PHILIPPINES
Executive Creative Director: Raoul S. Panes (Leo Burnett Manila)
Creative Director: Alvin Tecson (Leo Burnett Manila)
Copywriters: Mela Advincula, Alvin Tecson (Leo Burnett Manila)
Art Director: Mela Advincula (Leo Burnett Manila)
Account Managers: Sue Ann Nolido, Gela Pena (Leo Burnett Manila)
Producer: Benjie Puno (Leo Burnett Manila)
Media placement: Direct Mail - Distributed To Business Leaders Of Corporations - March 19, 2010

Describe the brief/objective of the direct campaign.
Corporate support in the Philippines was integral to the success of Earth Hour in 2009. This year, we wanted more corporations to jump in and spur even greater change than before.

Explain why the creative execution was relevant to the product or service.
We sent CEOs a package of what seemed to be a fluorescent tube. Taking off one of the tube’s ends allowed the recipient to pull out a candle to be used during Earth Hour. Not only did the execution remind companies to switch of during Earth Hour, but it also suggested switching to more energy-efficient and environmentally friendly bulbs.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To get continued corporate support for Earth Hour, we decided to go straight to companies’ CEOs. We reminded them of the corporate sector’s massive participation the previous year. But we also provided them with facts about the harm fluorescent lamps can do to the planet.

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.
Corporate partnerships increased by an astounding 763% in 2010. For the second consecutive year, the Philippines ranked NUMBER ONE worldwide with 1,076 towns and cities switching off. Energy saved: over 400MWh – that’s roughly 5 Million Pesos worth of electricity.