WWF DM LITTLE PLANET by Beacon Communications Tokyo

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Japan
Agency Beacon Communications Tokyo
Copywriter Shuhei Tsuji
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: WWF JAPAN
Product/Service: EARTH HOUR
Date of First Appearance: Nov 1 2009 12:00AM
Entry URL: http://wonderactive.jp/award/2010/wwf/littleplanet/
Communication Director, Planner, Producer: Shunsuke Kakinami (beacon communications k.k.)
Copywriter: Shuhei Tsuji (beacon communications k.k.)
Production Company: LOWORKS, INC
Art Director, Designer, Illustrator, Flash Developer: Haruki Higashi (LOWORKS, INC)
Production Company: Root Communications inc,
Technical Director, Producer: Hiromi Yoshikawa (Root Communications inc,)
Production Company: HIGH CONCEPT
Sound Designer: Takeo Yatabe (HIGH CONCEPT)
Client Supervisor: Ayako Toko (WWF JAPAN)
Media placement: Little Planet (Community application) - mixi (the largest SNS in Japan) - 1 November, 2009
Media placement: Little Planet (Graphic Ad) - Letterzine - 24 October, 2009
Media placement: EARTH HOUR (Website) - website - 28 February, 2010
Media placement: EARTH HOUR (Event) - Event - 27 March, 2010

Describe the brief/objective of the direct campaign.
WWF JAPAN needs more supporting members to save the future of the earth. However, in Japan, WWF is yet little known as a leading NGO. The objective is to let as many Japanese as possible know WWF is the most reliable partner for them. We took a strategy of creating a friendly digital platform on the largest SNS in Japan, where we can motivate and enlighten plenty of users to take actions for the earth.

Explain why the creative execution was relevant to the product or service.

Switching off the light is the most symbolic action of "littlePlanet". We can marry up with Japanese people more strongly and dramatically when collaborating with WWF global environmental event "EARTH HOUR" at which worldwide people physically switch off lights for an hour to think about our future on March 27th, 2010. ‘littlePlanet’ hopes to lead more and more Japanese to take real actions for the earth.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Earth is smaller than we think. To convey this belief, we created 'littlePlanet' on mixi, the largest SNS in Japan. Every mixi user can become a resident of this planet and take actions everyday for its better future. All actions on this planet are what we should take in real life. More actions make the planet better. Further, residents can communicate with each other and know more about the earth. Here anyone can find more of what to do for the earth.

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 13,000 users registered on 'littlePlanet' as a resident, and over 8,500 of them are now living and taking small actions, exchanging what we can do everyday for the better future. And this planet continues to increase its residents gradually making more and more paths to the real earth, where they register as WWF supporters to physically save our future.