Greenpeace Promo, Case study TRADING PLACES by Lowe Adventa Moscow

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Russia
Agency Lowe Adventa Moscow
Art Director Bruno Ribeiro
Copywriter Andreas Toscano Mielenhausen
Released March 2012

Credits & Description

Category: Best Consumer Engagement
Advertiser: GREENPEACE
Product/Service: GREENPEACE
Creative Director: Andreas Mielenhausen (Lowe Adventa)
Creative Director: Bruno Ribeiro (Lowe Adventa)
Copywriter: Andreas Mielenhausen (Lowe Adventa)
Art Director: Bruno Ribeiro (Lowe Adventa)
Head Of Production: Yuri Medvedev (Lowe Adventa)
Managing Director: Olga Tsoukanova (Lowe Adventa)
Technical Art Director: Arseny Sychev (Advance Digital)
Developer: Anatoly Savchenko (Advance Digital)
Project Manager: Anton Mikhailov (Advance Digital)
Media placement: Direct Mail - Post - 20 March 2012
Media placement: Microsite - Internet - 20 March 2012

Insights, Strategy & the Idea
The objective was to change people's perception of Greenpeace, in order to get donations, supporters and media space. Greenpeace is known just for its activism and people in Russia fear being associated with such organisations. Few people know that, on a daily basis, Greenpeace is a hard-working, law-abiding citizen.

The target audience consists of people who have the means to help Greenpeace get everything it needs. These people control the money, the power and the media. Their relationship with the brand was harsh because they are all pro-government and feared associating themselves with "radicals".

The insight was that even these people, who have an immaculate public image and reputation, occasionally do things for which they wouldn't like to be known.

It was relevant because it put the target audience in Greenpeace's shoes. It made them relate to Greenpeace and helped the client receive from them the support it needs.

Creative Execution
The creative solution was to find pictures where opinion leaders and businesspeople were portrayed doing something they shouldn't be known for. Then, send these people pictures of themselves (in these situations) with the question "What if you were known just for the things you do once in a while?"

We expected them to put themselves in our shoes and feel what could happen to their own reputation or image, if people didn't know them for what they do professionally every day, but for what they might do once in a while.

It started as a direct mail that was sent to selected people. This direct mail had direct links to Greenpeace's projects, donation methods and to a microsite. The microsite was created to generate a ripple effect within this very exclusive group of people. Privately, they could upload pictures of their friends into our template and send them the message.

Results and Effectiveness
As a result, 85% of the people who received the direct mail ended up making a donation to Greenpeace.
Plus, 2 media groups opened their doors to Greenpeace.