Google Promo, Case study FREE A TREE! by Leo Burnett Moscow

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Industry Portals
Media Promo & PR, Case study
Market Russia
Agency Leo Burnett Moscow
Creative Director Grisha Sorokin
Art Director Grisha Sorokin, Mikhail Derkach
Producer Alexey Kolokolnikov
Released April 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: GOOGLE
Product/Service: GOOGLE
Creative Director: Grisha Sorokin (Leo Burnett)
Art Director: Grisha Sorokin (Leo Burnett)
Art Director: Mikhail Derkach (Leo Burnett)
Interactive designer: Andrey Sergeev (Leo Burnett)
Senior Account Manager: Marina Andzhich (Leo Burnett)
Producer: Alexey Kolokolnikov (Leo Burnett)
Media placement: Internet - Social Networks, Blogs, Online Advertising - 28 April 2012
Media placement: Mobile Application - Google Play - 28 April 2012

Summary of the Campaign
Every day while people buy and read thousands of paper books, WWF works for the preservation of forests. With the passion of WWF we've launched the Free-A-Tree Android application powered by Google Goggles and using Google Bookstore Services.
Nowadays, technologies that can change the world for the better are available to everyone. Free-a-tree is a great example of that. Having developed this application, we show people how easily they can protect the planet while living their everyday life.

Our goals was to, first of all, increase awareness about the problem of deforestation, second of all, to inform about the innovative and easy to use Google Goggles and Google Bookstore services amongst the target audience. To effectively achieve these and launch the application we conducted a PR campaign.

The campaign included:
• The monitoring of various media to understand how the issue of deforestation had been covered and how aware the public was of the problem.
• Interviews were conducted with the target audience to understand how the issue of deforestation was perceived and understood, and what the public’s attitude was towards e-books versus traditional printed books.
• We attracted partner e-book stores to provide a donation for the WWF from the books sold, in order to effectively launch the campaign.
• As the application was launched, we sent out Android smart phones to prominent journalists for them to see the application at work, which was done to generate media coverage. We also created online buzz through social networks, the use of opinion leaders, press releases and other online media.

The Situation
Google is a multinational corporation which provides internet-related products and services. This campaign is promoting Google Goggles technology and their Bookstore Services. Thanks to the collaboration with The World Wildlife Fund, a global organization devoted to protecting the future of nature, the application was launched to inform about deforestation and to provide the opportunity to contribute to protecting the planet.

The PR campaign was devised to raise awareness about the world's rapidly diminishing biodiversity and to inform about the launch of the application that provides an effective way for users to address this social issue, while enjoying an innovative service.

The Goal
The goals of the campaign were to draw the target audience’s attention to the problem of global deforestation and to provide them with and communicate to them about the availability of the Free a Tree Android application that gave the opportunity to easily contribute to decreasing the number of trees cut down around the world, through choosing e-books over their printed counterparts. The target audience was identified as educated, 18-40 years old and middle to high income earners, residing in large urban areas. To understand how these goals could be achieved we monitored various media and conducted interviews with representatives of the target audience.

The Strategy
Our PR strategy was, first of all, to demonstrate the unique Google Goggles technology used for a great cause, such as the protection of global forests. Second of all, we strived to raise awareness about the problem of deforestation through the use of various media channels and with the help of opinion leaders. Lastly, we wanted to communicate to the target audience about this easy and understandable way of helping protect the planet.

To carry out our strategy we:
• Monitored media channels and conducted interviews with target audience representatives as research.
• We attracted partner e-book stores to provide a donation for the WWF from the books sold, in order to effectively launch the campaign.
• Launched the application.
• Led the PR campaign, informing users about the application through press releases, social networks, relevant online media, online video channels. We also provided prominent journalists with a sample Android smart phone to try out the application.

Documented Results
In the first few weeks there was significant online buzz created. Opinion leaders responded to the launch and the idea was spread through the target audience. The launch generated lots of publications and was mentioned on Twitter, Facebook, and in discussions on the radio and television.