People For The Ethical Treatment Of Animals (PETA) Promo, Case study AUTOCORRECT by BBDO New York

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market United States
Agency BBDO New York
Executive Creative Director Toygar Bazarkaya
Released April 2011

Awards

Caples Awards 2011
Other Media Ambient/Guerrilla marketing Finalist

Credits & Description

Category: Best Use of Online Advertising
Advertiser: PETA
Product/Service: PETA
Agency: BBDO NEW YORK
Date of First Appearance: Apr 30 2011
Entrant Company: BBDO NEW YORK, USA
Entry URL: http://www.nomonkeybusinesson.tv/
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Director: Toygar Bazarkaya (BBDO New York)
Art Directors: Daniel Aykurt/Tim Wettstein (BBDO New York)
Copywriters: Alessandro Fruscella/Patrick Herold (BBDO New York)
Interactive Designer/Web Producer: Quoc-Chau Doan (BBDO New York)
Media placement: Other Digital - Network Intranet - 30 April 2011

Insights, Strategy & the Idea
PETA wanted to educate advertisers about the shocking mistreatment of apes in commercials. The fact that baby apes are taken away from their mothers and brutally trained for years to perform in front of the camera, is completely unknown to creatives who write ape characters into their scripts.

Creative Execution
The script is where it all begins.

So that’s where we sent our message. We decided to use an old function and put it to new use. We altered the WORD AutoCorrect function so when a creative types ‘“ape,” “monkey,” “chimp” or “gorilla” it completes the sentence with our message.

A link was provided to lead our target to a website where they could find out more about the subject, pledge not to use apes in advertising and spread the message through social and professional networks.

Results and Effectiveness
Only one little sentence with our message was installed through IT-Departments centrally on thousands of computers worldwide, causing 6148 advertisers to pledge not to use real apes in ads. So far, we placed our message in over 270 agencies, creating a 100% effective prevention tool that solved the problem at the root, as well as creating industry-wide awareness. The cost of this campaign: $250.