LANDCLEARING by Leo Burnett Sydney for WWF

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LANDCLEARING

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Australia
Agency Leo Burnett Sydney
Executive Creative Director Jay Benjamin, Andy Dilallo
Art Director Paul Spelman
Digital Creative Director Kieran Ots
Released April 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: WWF
Product/Service: ANTI-LANDCLEARING INITIATIVE
Agency: LEO BURNETT SYDNEY
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: LEO BURNETT SYDNEY, AUSTRALIA
Entry URL: http://www.thanksforclicking.com.au/wwflandclearing
Executive Creative Director: Andy Dilallo (Leo Burnett Sydney)
Executive Creative Director: Jay Benjamin (Leo Burnett Sydney)
Copy Writer: Tom Hazledine (Leo Burnett Sydney)
Art Director: Paul Spelman (Leo Burnett Sydney)
Digital Creative Director: Kieran Ots (Leo Burnett Sydney)
Digital Designer: Anja Urzendowsky (Leo Burnett Sydney)
Media placement: Banner - Online - April '09

Describe the brief/objective of the direct campaign.
As the Queensland election approached it was clear that the green vote was going to be a crucial deciding factor in the outcome. We wanted to make land clearing the major green issue on the agenda.

Explain why the creative execution was relevant to the product or service.
We wanted people to realise that fighting land clearing could be simple, that writing a letter could be as powerful as physically stopping bulldozers. The beauty of the idea was that it helped people make that step from passively opposing land clearing to actively fighting it. It helped make the fight seem less unassailable which is a barrier to action.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a banner based game inviting people to fight land clearing that translated in to action in the real world. Players would type letters to stop bulldozers ploughing into a forest. The letters would then appear at the bottom of the banner writing a letter voicing an opposition to land clearing. At the end of the game players filled in their name and email and the letter was sent to all the candidates

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 results were outstanding, we had 100s of responses, and every person that played got an email from the premier thanking them for their concern. In tandem with other activities we managed to make land clearing a hot topic in the election resulting in the protection of over 1, 000, 000 ha of forest.