Akatu Institute For Conscious Consumption Promo, Case study FAKE SHOWER by Leo Burnett Tailor Made Sao Paulo

FAKE SHOWER

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Ruy Lindenberg
Art Director Murilo Melo
Copywriter Julio Cesar D'alfonso
Designer Carlos De Lemos, Carol Saravalli
Illustrator Thiago Almeida
Released June 2012

Credits & Description

Category: Best Use of Digital PR
Advertiser: AKATU INSTITUTE
Product/Service: AKATU INSTITUTE
Agency: LEO BURNETT TAILOR MADE
Creative Director: Ruy Lindenberg (Leo Burnett Publicidade)
Art Director: Murilo Melo (Leo Burnett Publicidade)
Copywriter: Julio D'alfonso (Leo Burnett Publicidade)
Agency Producers: Celso Groba/Fernanda Moura/Mercelinho Romero/Camila Aquino And Rafael Messias (Leo Burnett Publicidade)
Account Managers: Isabel Coletta/Laura Morano/Soraya Joukhadar And Maytê Godoy (Leo Burnett Publicidade)
Client Approval: Helio Mattar/Ana Wilheim And Ludmila Frateschi (Akatu Institute)
Manager: Igor Saraiva And Vinícius Porto (Porquenão? (Mobile Agency))
Designer: Carlos De Lemos And Carol Saravalli (Porquenão? (Mobile Agency))
Project Manager: Marco Júlio (Porquenão? (Mobile Agency))
Movie Director: Heber Conde (Vagalume Animation Studios)
Movie Art Director: Heber Conde And Thiago Almeida (Vagalume Animation Studios)
Composition: Yohann Da Geb And Heber Conde (Vagalume Animation Studios)
Rigging: Luciano Nazario (Vagalume Animation Studios)
Animation: Ricardo Jost And Fabiano Gama (Vagalume Animation Studios)
Render: Yohann Da Geb (Vagalume Animation Studios)
Modelling: Bruno Hakk Coimbra (Vagalume Animation Studios)
Illustrator: Thiago Almeida (Vagalume Animation Studios)
Manager: Thiago Fogaça (Vagalume Animation Studios)
Sound Producer: Ale Marcondes (S De Samba)
Maestro: Henrique Nicolau (S De Samba)
Media placement: Press Releases - Super Interessante,UOL,Meio&Mensagem,AdCritic - 22/03/2012
Media placement: Website - Akatu Website - 22/03/2012
Media placement: Social Activation - You Tube,Facebook, Twitter - 22/03/2012
Media placement: App Launching - Apple Store - 06/04/2012

Summary of the Campaign
Akatu, a Brazilian institute for sustainability, needed a campaign for the World Water Day that would generate great impact, coming out of the commonplace and getting people closer to the cause. So we created the Akatu Fake Shower, a mobile App that allows the privacy between couples to be kept, while avoiding wasting water. Why? Because many people turn on the faucet or shower only to prevent the other from hearing the 'sounds of nature' in the bathroom. With the Akatu Fake Shower, the intimacy of couples is saved. And so is the water, after all, the App emulates the sound of a shower or faucet and tells how many litres are being spared. We had 2 promotion: first, through a promo film announcing the App on World Water Day. Posted on YouTube, the video quickly went viral and started to generate impact on social networks and much anticipation for the launch of the App. Press releases were sent to the press and also generated articles. 2 weeks later, the application was available via the App Store. To promote the launch, we had a PR effort and pieces such as print ads and banners, as well as activation in social networks, which converted the expectation into downloads. But even more successfully, Fake Shower brought up, in an unusual way, the discussion on water consumption and included new people into the conversation.

The Situation
Every year, Akatu develops a campaign for the World Water Day. 2012 was no different. But the request to the agency was more specific: the campaign needed to reach a younger audience and to generate impact on social networks. As respected as Akatu has been as an institution of sustainability, something new needed to be said to reach higher prominence. After all, the water issue has already been covered so thoroughly that the strategy has been virtually the same year after year.

The Goal
Goals:
1) Promote the discussion of water consumption;
2) Reach a younger audience;
3) Create on World Water Day a communication that would not become commonplace;
4) Generate a buzz on social networks;
5) Reach 10,000 downloads.

Strategy according to implementation:
1) Teaser video on YouTube; an article on the institutional website; PR; and the release of the video on World Water Day.
2) Buzz on social networks. Debate about conscious consumption. Expectation created for the launch.
3) App available in the App Store.
4) PR, activation in social networks, print media and banner ads informing the availability for download.

The Strategy
The app was released on World Water Day through a promotional film and PR, which were more than enough to generate the buzz and the expectation. 2 weeks later, the app was available for download at the App Store. We made a further PR effort in the media and on social networks, as well as ads in press media, banners and specific actions in hotels, which would convert the expectation into downloads and keep the conversation about the Fake Shower and conscious consumption of water even longer.

Execution
The campaign took place as planned, but with an unexpected effect: brands such as McDonald's, Philips, Devassa (a popular beer brand in Brazil) and IVECO posted the video on their profiles on Facebook and Twitter, further expanding the scope of the action.

Documented Results
- Fake Shower was featured in over 40,000 websites and blogs all over the world;
- The promo film received more than 18,000 shares and countless likes, comments and mentions on social media;
- In the first month, it was downloaded 40,000 times and traffic on the Akatu’s website increased 70%;
- A version for Android is being developed thanks to the sponsoring achieved due to the impact generated, reaching even more people;
- And, most importantly, thousands of liters of water are being saved every day by the users of the App.