GREEN PARDON FOREVER by ACG Advertising Agency for Green Pardon

Adsarchive » Promo , Case study » Green Pardon » GREEN PARDON FOREVER

GREEN PARDON FOREVER

Pin to Collection
Add a note
Industry Clubs
Media Promo & PR, Case study
Market Hungary
Agency ACG Advertising Agency
Released April 2011

Credits & Description

Category: Crisis and Issue Management
Advertiser: GREEN PARDON
Product/Service: OUTDOOR CLUB
Agency: ACG ADVERTISING AGENCY
Communication Partner: Endre Mentes (ACG Pro)
Senior Public Relations Specialist: Zoltán Kapitány (ACG Pro)
Senior Public Relations Specialist: Kinga Jani (ACG Pro)
Senior Management Specialist: Bianka Bujdosó (ACG Pro)
Senior Manager Specialist: Gábor Ács (ACG Pro)
Media placement: Supporting Flashmob In Front Of The Local Government Building - Facebook, Index.hu, Origo.hu ATV - 20 April 2011
Media placement: Polish-Hungarian Culture Relay - Hungarian National TV, Pesti Est, Népszabadság, Magyar Nemzet (Etc) - Leading Hugarian Newspapers - 05 May 2011 - 20 August 2011
Media placement: Supporting Flashmob On Balaton Sound Festival - Facebook, Twitter, Thumblr, Index.hu - 08 July 2011
Media placement: Sympathy Demonstration For ZP In Downtown Budapest With 40000 Fans - Leading Hungarian TVs, Newsportals And Print Magazines, FB, Twitter, Etc.. - 18 September 2011
Media placement: 110 910 Authenticated Signatures Delivered To The Local Government. - Www.index.hu, Www.origo.hu, Hungarian National TV, RTL Klub, Facebook - 10 October 2011
Media placement: Supporting Videos Of Hungarian Rockstars - Www.zp.hu, Www.partfogo.zp.hu, Www.langologitarok.hu, Facebook - 10 June - 18 September 2011

Summary of the Campaign
Zöld Pardon (ZP) is one of the most popular outdoor clubs in Budapest. The authorities wanted to close down the place due to political reasons. We created an integrated crisis management PR campaign to help ZP to survive and to save its brand reputation. We used a mix of classic PR elements and social media channels to gain an opinion-leading role in the Hungarian media and to mobilise fans to give a hand for their beloved club.

The Situation
After 13 years of successful operation the local government decided to close down the most famous outdoor club in Budapest, the Green Pardon. The politicians offended the place with baseless charges. The club needed instant help to survive.

The Goal
To defend the club against the baseless charges of the local government, save its reputation, and avoid the closing down of the club.

The Strategy
We have collected the fans of the club on the social media, and activated them. All moves were responding to the offensive steps of the local government.

Once they charged the club we came up with an answer disproving their statements. After successful actions, we managed to turn their offensive state into a defenive position.

Execution
We have collected signatures, organised flash mobs, and the biggest non-political sympathy demonstration in Hungary for supporting Zöld Pardon. The greatest local stars performed free for 40,000 fans. This action had a serious impact, even the politicians changed their minds.

Documented Results
We have generated 450 primary press appearances, 11,029 supporting image and video uploads, collected 110,910 signatures and 2,600,000 FB reach.

Finally the target audience got committed to the ZP brand. The local government changed its attitude, and in place of the original location offered a new location to the club, twice as large as the old one.

The new ZP doubled the number of its sponsors for the 2012 re-opening.