Greenpeace Promo, Case study A NEW WARRIOR by DDB Paris

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A NEW WARRIOR

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market France
Agency DDB Paris
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Art Director Benjamin Marchal
Copywriter Olivier Lefebvre
Account Supervisor Xavier Mendiola, Julie Garguillo, Paul Ducre, Timothee Desruelles
Released February 2011

Awards

Cannes Lions 2011
Cyber lions Charities, Public Health & Safety, Public Awareness Messages Silver

Credits & Description

Category: Environmental PR
Advertiser: GREENPEACE
Product/Service: RAINBOW WARRIOR WEBSITE
Executive Creative Director: Alexandre Hervé (DDB Paris)
Art Director: Benjamin Marchal (DDB Paris)
Copywriter: Olivier Lefebvre (DDB Paris)
Digital Producer: Julien Leguyader (DDB Paris)
Technical Director: Ulysse Loreaux (DDB Paris)
Account Supervisor: Xavier Mendiola (DDB Paris)
Account Supervisor: Paul Ducré (DDB Paris)
Production Company: - (Les 84)
Sound Production: - (Panarama)
3D Modelisation: - (Virtek)
Editor Case Study: Stiv Spasojevic
Media placement: • Website - Greenpeace.org - 23th February
Media placement: • Facebook Page / International Fan Page - Greenpeace - 23th February
Media placement: • Twitter Account / International Twitter Account - Greenpeace - 23th February
Media placement: • Youtube - Video Trailer - 21th February
Summary of the Campaign
Since 1978, the Rainbow Warrior allowed Greenpeace to gain numerous victories for the protection of our planet. Today it has reached its time and Greenpeace needs to replace it.
The objective: Raise funds to finance the construction of the new Rainbow Warrior.
The idea: Offer people the chance to purchase and own a piece of the new Rainbow Warrior, by launching an e-commerce website anewwarrior.com. More than 400,000 pieces for sale from 1 euro to 7,000 euro. Contributors receive a certificate of ownership and their name appears on the Contribution Wall onboard the real Rainbow Warrior.
For the first time in a fundraising campaign, we’ve materialized the gift.
The Situation
Since 1978, the Rainbow Warrior allowed Greenpeace to gain numerous victories for the protection of our planet. Today it made its time and Greenpeace needs to replace her.
The new Rainbow Warrior is the first ever purpose-built environmental campaigning vessel and will play a key role in Greenpeace’s future campaigns, allowing the organisation to continue bearing witness and taking action to prevent environmental crimes around the world.
The Goal
The objectives: Raise funds to finance the construction of the new Rainbow Warrior and involve all the people who want to be part of this story.
The Strategy
For the first time in a fundraising campaign, we launched an e-commerce website to raise funds for the construction of the new Rainbow Warrior.
With 0 euro media investment, we’ve based all our launch strategy on social networks.
First, we announced the launch on the Greenpeace Facebook page and Twitter account, and on their international website.
Then, each country did the same local launch strategy.
Thanks to social networks, thousands of new owners shared their certificates, which created a media burst.
Execution
The website was launched end of February.
Until the launch of the new Rainbow Warrior in October, all countries will continue to promote the website. Anewwarrior.com is translated in 6 different languages to be more accessible to everybody.
The new Rainbow warrior’s website also includes an e-shop section with 400,000 pieces for sale from 1 euro to 7,000 euro, architectural plans, a 3D tour of the ship and video stories of the adventure told by crew members. Visitors can also watch the Rainbow Warrior’s construction live via a webcam installed at Fassmer Shipyard in Bremen, Germany.
Documented Results
With 0 euro media investment, the results so far are:
- 1,256,122 euro raised
- 31,486 Certificates of ownership
- 1,857,304 visitors from 171 countries
- Time spent: 3 minutes per visitor
For Greenpeace, it’s "the most successful fundraising campaign of the decade".