THUMBS UP FOR INDONESIA by Hakuhodo Jakarta for WWF



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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Indonesia
Agency Hakuhodo Jakarta
Creative Group Head Lucy Novita
Executive Creative Director Hoh Woon Siew
Creative Director Eggy Yunaedy
Copywriter Auliawarman, Soraya Aulia
Released June 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Jun 5 2009 12:00AM
Executive Creative Director: Hoh Woon Siew (Hakuhodo Indonesia)
New Media Art Director: Ahmad Zaini (Hakuhodo Indonesia)
Copywriter: Soraya Aulia (Hakuhodo Indonesia)
Graphic Designer: Kemal Pramudya (Hakuhodo Indonesia)
Graphic Designer: Abel Paat (Hakuhodo Indonesia)
Copywriter: Auliawarman (Hakuhodo Indonesia)
Creative Group Head: Lucy Novita (Hakuhodo Indonesia)
General Manager: Mahendra Suyono (Hakuhodo Indonesia)
Creative Director: Eggy Yunaedy (Hakuhodo Indonesia)
Media placement: PR Launching - News on TV, newspaper and magazine and online news - June 5th 2009
Media placement: Art Display - Plaza Indonesia - June 5th 2009
Media placement: Email Blast - Facebook, yahoogroups, online community, WWF Indonesia website - June 5th 2009
Media placement: POP - Malls, schools and office buildings throughout cities in Indonesia - June 5th 2009
Media placement: Installation Art - Artha Gading Mall - August 17th 2009

Describe the brief/objective of the direct campaign.
WWF wants to improve Indonesians awareness of WWF conservation programs as well as their individual active participation.

Explain why the creative execution was relevant to the product or service.
Born from the idea; Thumbs Up For Our Nation, we made this campaign as a petition. Instead of using signatures, we ask people to put their thumb prints using green and blue ink on square canvas. Once these 64 canvases are reunited at the exact date of Indonesia’s 64th independence day on August 17th , they form a giant thumb art installation (13m x 5m) depicting Indonesia and its surrounding waters, as a symbol of commitment to keep the ocean blue and the forest green.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Indonesians are patriotic and have a high sense of nationalism.   We use this unique trait to promote individual active participation amongst Indonesian people in WWF nature conservation programs to raise nationwide awareness of the importance of building and defending their motherland. People were invited through: - WWF website - Facebook - WWF newsletter (both electronic and print) - Email blast - Posters, fliers, etc. The first launch took place in Plaza Indonesia 5th June 2009 and then we sent out the panels to big cities like Bandung, Surabaya, Medan, Yogyakarta, Bali, Pontianak, Menado (where WWF Indonesia has their office representative). The panels were put in public places like schools, malls and office buildings. And we reunited all 64 panels back to Jakarta on Indonesia 64th Independence day at Mall Artha Gading, the newest and biggest mall in Jakarta.

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.
Monumen Tanah Airku is the first and biggest collaborative monument in Indonesia with more than 50,000 thumb prints. This movement is also supported by public figures, community leaders, top state officials, including M, Jusuf Kalla, the Vice-President of Indonesia. Within 2 months, 7.579 new WWF volunteers signed up, over 100.000 web search result and estimated thundred thousands dollar of free media and press coverage. This monument is currently exhibited throughout Indonesia and will become the permanent collection of the Indonesia National Museum.