MyClimate Print HOT AIR DISLIKE by Scholz & Friends Zurich

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Industry Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Switzerland
Agency Scholz & Friends Zurich
Creative Director Christian Sommer Serviceplan
Copywriter Jan Kempter
Released February 2012

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: MYCLIMATE
Product/Service: CO2 COMPENSATION
Creative Director: Christian Sommer (Scholz & Friends Zurich)
Senior Interaction Designer: Florian Ammann (Scholz & Friends Zurich)
Senior Art Director: Ivo Hlavac (Scholz & Friends Zurich)
Account Manager: Anna Markmann (Scholz & Friends Zurich)
Copywriter: Jan Kempter (Scholz & Friends Zurich)
Junior Art Director: Annick Schönberger (Scholz & Friends Zurich)
Business Development: Tobias Händler (Scholz & Friends Zurich)
Media placement: Web Page - - 01.02.2012
Media placement: Print - 20 Minuten Newspaper - 01.02.2012
Media placement: Web Page - - 01.02.2012
Media placement: E-Newsletter - Ron Orp - 01.02.2012

Describe the objective of the promotion.
Myclimate asked us to create consciousness that everybody can use their carbon offset services. Because everybody uses energy and produces air pollution – for example when using the Internet.

Describe how the promotion developed from concept to implementation.
To point out the problem we chose the social web because it is used heavily and at the same time mostly in a careless and senseless way. So we designed and implemented a Facebook app that everybody can use to mark unnecessary air pollution on Facebook: Empty postings that consume energy. Waste energy. And are nothing but 'hot air'.

Explain why the method of promotion was most relevant to the product or service.
Surfing the net consumes a lot of server energy and produces a large amount of carbon waste. Therefore we set promotional focus on the 'site of crime' itself: the Internet.

Instead of actively promoting the app, we relied on 2 things that would result in self-promotion:

1.Everybody knows and uses the comment function of 'liking' on Facebook.

2.Everybody knows that Facebook is full of empty bullshit they dislike.

So we simply turned the like comment into its opposite and called it 'hot air'.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Basically an entertaining dislike button, it spread fast (by the factor ten in one month) and created an enthusiastic fanbase where people used the Hot Air Dislike an average 20 times per day, and virtually nobody got rid of it again.