THE ZONING PLAN by Walker for Greenpeace

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THE ZONING PLAN

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Switzerland
Agency Walker
Director Alain Gsponer
Art Director Stefanie Huber
Copywriter Martin Arnold
Producer Pieter Lony, Caro Büchel
Editor Alex Kut
Released May 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: GREENPEACE SWITZERLAND
Product/Service: NUCLEAR ENERGY AWARENESS
Agency: walker
Date of First Appearance: May 15 2010
Entrant Company: walker, Zürich, SWITZERLAND
Owner/ Creative Director: Pius Walker (walker)
Copywriter: Martin Arnold (walker)
Art Director: Stefanie Huber (walker)
Account Management: Cornelia Nünlist (walker)
Producer: Pieter Lony (Cobblestone)
Producer: Caro Büchel (Pumpkin Film)
Director: Alain Gsponer
Editor: Alex Kut
Composer: Malte Hagemeister
Media placement: Outdoor Posters - All Over Switzerland - May 2010
Media placement: Nation-Wide Public Stunt - Bern, Basel & Zurich - May 25th 2010
Media placement: Flyers - Handed Out At Events - May 25th 2010
Media placement: Direct Mail - Post - May 2010
Media placement: Viral Video - YouTube - May 25th 2010
Media placement: Microsite - Online - May 2010

Insights, Strategy & the Idea
The campaign used an unknown governmental fact to inform the Swiss about the hidden dangers associated with nuclear power and offered vital information leading up to the public vote in 2012.

The campaign launched with a series of outdoor posters, followed by a nation-wide stunt. On May 25th, 2010 hundreds of people all around Switzerland fell to the ground at different times, making visible the speed of a nuclear cloud spreading. This disruptive situation was used to hand out “The zoning pass”. The pass informed people in which zone they lived and directed them to a fact-based website. The passes were also mailed to 2,000 politicians and 140,000 people living in the nuclear fallout zones. On the evening of the 25th all the footage collected from that that day’s event was compiled into a viral video. The viral led people to an informational and fact-based website.

Creative Execution
The campaign was led by a public stunt. On May 25th, 2010 hundreds of people all around Switzerland fell to the ground at different times, making visible the speed of a nuclear cloud spreading. This disruptive situation was used to hand out “The zoning pass” which included vital information about the zoning layout and led people to the web. On the evening of the 25th, all the footage collected from that days’ event was compiled into a viral video. Outdoor posters all around Switzerland also alerted by-passers and locals in which zones they were and lived in. All touch-points ultimately led to the campaign website which informed citizens about the facts at hand.

Results and Effectiveness
The viral film has received over 770,000 views and was the most viewed YouTube clip within its category. To date it is also the most-viewed Swiss YouTube ad ever. GREENPEACE got over 3.7 million free media contacts and achieved their number one goal:

To ignite debates about the dangers associated with nuclear energy leading up to the public vote in 2012.