MOTHS by Leo Burnett Sydney for WWF

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MOTHS

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Australia
Agency Leo Burnett Sydney
Director Dave Klaiber
Executive Creative Director Andy Dilallo
Art Director Matt Swinburne
Copywriter Mike Felix
Producer Susannah Dilallo
Editor Danny Tait At The Tait Gallery
Released March 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: WWF
Product/Service: EARTH HOUR
Agency: LEO BURNETT SYDNEY
Date of First Appearance: Mar 20 2011
Entrant Company: LEO BURNETT SYDNEY, AUSTRALIA
Executive Creative Director: Andy DiLallo (Leo Burnett Sydney)
Copywriter: Mike Felix (Leo Burnett Sydney)
Art Director: Matt Swinburne (Leo Burnett Sydney)
TV Producer: Rita Gagliardi (Leo Burnett Sydney)
Director: Dave Klaiber (Plaza Films)
Producer: Susannah DiLallo (Plaza Films)
Group Account Director: Paul Everson (Leo Burnett Sydney)
Account Director: Claire Kesby-Smith (Leo Burnett Sydney)
Planner: Luke Atkinson (Leo Burnett Sydney)
DOP: Daniel Ardilly
Editor: Danny Tait (The Tait Gallery)
: (Song Zu)
: (Cutting Edge)
Media placement: TVC - Ch 9 - 20th March 2011

Describe the brief/objective of the direct campaign.
Earth Hour is now in its fifth year and people all over the globe participate in it- but the numbers are dwindling back home in Australia where it all began. We were charged with getting Australia back on the bandwagon.
-We were targeting both people who have participated in Earth Hour before and those that haven’t.
-The issue is a serious one. But we’re Australians, we can’t take anything seriously, so we made a funny little video which turned into a flag for the movement that people were proud to wave.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
News spreads fast, but not as fast as a joke and our strategy of not taking a serious issue too seriously paid off in dividends. During Earth Hour it was the 3rd most tweeted video in Entertainment. Its appearance on Viral Video chart top 10 inspired numerous articles and proved just how much reach it was getting. The twitter feeds could be measured in meters and it created discussions on You Tube about Earth Hour and the state of the planet.
The main thing of course was that people warmed to the movement and turned out their lights. The WWF twitter feed provided a dfirect link to the video for its followers.

Explain why the creative execution was relevant to the product or service.
An entertaining viral video was relevant to Earth Hour because people needed to wake up, be surprised and it delivered the message through their friends not through an organization, making them more likely to want to get on board.
-The strength of the creative and its originality can be seen in the amount of people that displayed it on their blogs. This was a piece of content people wanted to associate themselves with.
-Displaying and spreading the video acted like support for the cause, it became a flag that people were proud to wave.

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.

Earth Hour has never been stronger in Australia with 97% brand awareness, increased participation in all confirmed cities, doubled Australian Facebook members, and 72% of Aussies intending to switch off next year – up form 44% in 2010.
It remains in the top 10 Viral Video Charts 3 weeks after the Hour and was the 3rd most tweeted piece of entertainment during the hour, making it the most spread piece of Earth Hour communication to date. Not surprisingly, Earth Hour has never had a better response globally with a record 130 countries participating and its myspace community growing by over 250,000,000 new members.