WHAT GOES AROUND COMES AROUND by Markom/Leo Burnett Istanbul for WWF

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WHAT GOES AROUND COMES AROUND

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Turkey
Agency Markom/Leo Burnett Istanbul
Executive Creative Director Idil Akoglu
Creative Director Guven Haktanir
Art Director Merve Abayoglu
Copywriter Yasemin Macun
Strategic Planner Seren Pala
Released March 2012

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: WWF TURKEY
Product/Service: EARTH HOUR
Agency: LEO BURNETT ISTANBUL
Executive Creative Director: İdil Akoglu (Leo Burnett Istanbul)
Creative Director: Guven Haktanir (Leo Burnett Istanbul)
Copywriter: Yasemin Macun (Leo Burnett Istanbul)
Art Director: Merve Abayoglu (Leo Burnett Istanbul)
Head Of Digital: Onur Ayli (Leo Burnett Istanbul)
Social Media Manager: Taci Yalcin (Leo Burnett Istanbul)
Head Of Production: Sevinc Oktem (Leo Burnett Istanbul)
Account Executive: Ezgi Pedal (Leo Burnett Istanbul)
Account Executive: Ozde Kurtcebe (Leo PR)
Account Director: Esra Aydogan (Leo Burnett Istanbul)
Strategic Planner: Seren Pala (Leo Burnett Istanbul)
Head Of Strategy: Ozgun Ozkalay (Leo Burnett Istanbul)
Media placement: TV campaign - 571 spots - Sports TV - 20 March 2012
Media placement: Newspaper campaign - 14 spots - Hurriyet - 05 March 2012
Media placement: Magazine campaign - 20 spots - Yeni Aktuel - 01 March 2012
Media placement: OOH campaign - 10 spots - Clear Channel - 27 March 2012
Media placement: Radio campaign - 393 spots - ShowRadio-RadioViva - 28 March 2012

Describe the objective of the promotion.
Turks are not the No.1 people who are conscious about environmental issues. It is a country where many tensions go on all the time and the agenda of the people and the media are always busy with local & global politics.
Therefore; although Earth Hour is the biggest environmental activity around the world and every year more than 100 countries participate to the event, it lacks awareness & participation in Turkey.
Objective of the campaign was to increase Earth Hour participation and create awareness.

Describe how the promotion developed from concept to implementation.
To motivate people, we decided to reward them with a surprise that could only be experienced during Earth Hour. We created a unique website that only worked in the dark. People who wanted to experience the surprise had to sign-up, enter the website and switch off their lights. The ones who participated got rewarded by surprise videos from 22 top celebrities. People had the chance to see these celebrities in a way they never saw them before. An anchorwoman played guitar, a caricaturist played trumpet, a singer gave an improvised concert and one of them even did magic tricks!

Explain why the method of promotion was most relevant to the product or service.
People in general are not willing to do any kindness without anything in return.
Therefore, we needed to reward people who participated in Earth Hour. We wanted to show them that ‘what goes around comes around in life’. If one takes an action to save the world, the world will reward him/her in return.
We prepared a big surprise that would attract everyone’s attention.
The idea was also quite relevant for people who considered sitting in the dark for an hour as a burden. Thanks to our volunteered celebrities, no one got bored sitting in the dark.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The main objective of this event was to increase the number of participants and it increased 140% compared to last year.
To create WOM about WWF Turkey and Earth Hour was also important, in order to create sustainable interest. Facebook and Twitter followers increased by 40%.
During the event, Earth Hour’s Turkish hashtag (#dunyasaati) became a trending topic.
The surprise video has been watched by more than 40,000 people during the event and more than 90,000 people during the following hours.
The campaign and Earth Hour event has been featured on 181 printed and 27 TV news sources. Estimated TV coverage for just one night was €450.000.