Santander Promo, Case study EARTH HOUR by Talent Marcel

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EARTH HOUR

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Brazil
Agency Talent Marcel
Released March 2010

Credits & Description

Category: Best Use of Audio
Advertiser: SANTANDER
Product/Service: BANK
Agency: TALENT
Date of First Appearance: Mar 27 2010
Entrant Company: TALENT, São Paulo, BRAZIL
General Media Director: Paulo Stephan (Talent)
Media Director: Rafael Amorim (Talent)
Media Manager: Thiago Rossi (Talent)
Media placement: Radio campaign - Eldorado - 27 March 2011
Media placement: Radio campaign - Bandeirantes - 27 March 2011
Media placement: Radio campaign - Jovem Pan - 27 March 2011
Media placement: Radio campaign - Mix - 27 March 2011
Media placement: Radio campaign - 89FM - 27 March 2011
Media placement: Radio campaign - Alpha FM - 27 March 2011
Media placement: Radio campaign - Brasil 2000 - 27 March 2011
Media placement: Radio campaign - Oi FM - 27 March 2011
Media placement: Radio campaign - Mitsubishi FM - 27 March 2011
Media placement: Radio campaign - Nova Brasil FM - 27 March 2011

Insights, Strategy & the Idea
Earth Hour is a symbolic act promoted worldwide by WWF, in which governments, companies, and the people show their concern about Global Warming by turning off lights for 60 minutes. The goal was to be a part of this initiative.
SANTANDER, having as one of its values to practice sustainability and also the preoccupation of promoting the rational use of natural resources, supported this idea with a unique radio action.

Creative Execution
We produced a radio spot, in which the instruments of the band were turned off according to the music’s time, transmitting the idea of a countdown to Earth Hour.
On March 27th, 2010, the spot was aired on national radio on the 16 top radio stations, exactly at 8:29 PM, 1 minute before Earth Time, inviting people to join the movement and switch off the lights for an hour.

Results and Effectiveness
In 2010 more than 1 billion people in 4,616 cities, in 128 countries turned off the lights during Earth Hour. In Brazil, on national radio, formed by 16 radios stations, reached a total of 5,142,421 people, inviting them to engage in this cause.