WWF Promo, Case study THE GREENEST LEAFLET CAMPAIGN IN THE WORLD by Akcio 360

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THE GREENEST LEAFLET CAMPAIGN IN THE WORLD

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Hungary
Agency Akcio 360
Director Tamas Gacs
Creative Director Attila Nyeki
Producer Zoltán Hidvégi
Released May 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: WWF HUNGARY
Product/Service: WWF
Agency: AKCIO 360
Creative Director: Attila Nyéki (Akció 360 Reklámügynökség)
Director: Tamás Gács (Umbrella - Production and post production house)
Account Manager: Bernadett Samodai (Akció 360 Reklámügynökség)
Chief Operating Officer: Ákos Misinszki (Akció 360 Reklámügynökség)
Producer: Zoltán Hidvégi (Umbrella - Production and post production house)
Media placement: blog - Http://hvg.hu/ - 4 May 2011
Media placement: blog - Http://www.tisztajovo.hu/ - 4 May 2011
Media placement: blog - Http://www.alternativenergia.hu/ - 4 May 2011
Media placement: blog - Http://www.greenmania.eu/ - 4 May 2011
Media placement: blog - Http://www.nemzetigeografia.hu/ - 4 May 2011
Media placement: blog - http://grist.org/list/2011-07-06-wwf-leaflet-campaign-reaches-285142-people-with-one-piece-of-pap/ - 4 May 2011
Media placement: blog - http://www.maxisciences.com/campagne-de-sensibilisation/recyclage-l-039-originale-et-ultra-ecolo-cam - 4 May 2011

Insights, Strategy & the Idea
In Hungary, you can donate 1% of your tax every year to any non-profit organisation. The Hungarian office of World Wide Fund for Nature (WWF) asked us to come up with a creative idea that does not cost much but may help them reach as many people as possible with the simple message “give your 1% to nature, give your 1% to WWF”.
As the target group is the more emvironment-conscious, we decided to create an idea that not only informs them about the possibility to donate to WWF, but also inspires them to be more environment-conscious.
As we did not have any budget, we decided to use WWF’s existing resources (volunteers, connections to shopping malls, panda costumes) and combine street advertising with an online PR campaign. We found a media solution that transmits the message itself: an organisation striving to conserve nature should use the greenest way to communicate, so we printed only 1 leaflet.

Creative Execution
On 27 April 2011, we printed 1 single leaflet, and we asked two volunteers of WWF Hungary to distribute it in a special way in a shopping mall. (WWF had a contract with them, so even our location was free of charge.) The volunteers, disguised as pandas, stood at the upper and lower ends of the escalator. Panda no. 1. gave the leaflet to a consumer, the copy was written with great care so that people finished reading exactly when stepping down off the escalator. Then, panda no. 2. took the leaflet back, and simply gave it to someone heading for the opposite direction. And so on, the leaflet went round and round instead of landing in the trash. We shot a short video of the activity and sent it to journalists and bloggers.

Results and Effectiveness
Thanks to journalists and bloggers who embraced the idea and shared the video of the activity, in only two weeks we reached more than 280,000 people with only 1 leaflet and no money spent at all. All the headlines mentioned WWF and the fact that they are collecting 1% donations in a creative way. So the idea worked: instead of a paid banner or any other advertising, online readers were getting our message in articles appearing on the front pages.