WWF Promo, Case study WEWANTFURNITURE.COM by Marcel Paris

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market France
Agency Marcel Paris
Creative Director Eric Jannon, Dimitri Gueriassimov
Art Director Anaïs Boileau
Released April 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: WWF
Agency: MARCEL
Date of First Appearance: Apr 20 2011
Entrant Company: MARCEL, Paris, FRANCE
Entry URL: http://www.wewantfurniture.com/index-en.html
Partner/Executive Creative Director: Anne de Maupeou (Marcel)
Partner/Executive Creative Director: Véronique Sels (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Creative Director: Dimitri Gueriassimov (Marcel)
Creative Director: Eric Jannon (Marcel)
Art Director: Anaïs Boileau (Marcel)
Production Company: Sequencis/WAM
Account Manager: Blandine Mercier (Marcel)
Flash Developer: Sylvain Bernardi (Marcel)
Developer: Jérome Renaud (Marcel)
Project Manager: Mickael Dauphinot (Marcel)
Media placement: Website - Internet: Website, Ebay, Priceminister - 20 April 2011

Insights, Strategy & the Idea
People usually don’t pay intention to where the wood they buy comes from.
Yet 40% of all furniture sold is made of illegal wood.
The goal was to create awareness about this ecological problem, directly reach exotic wood buyers, change their minds and engage people to support us with donations.

The strategy was to trap people in order to demonstrate that their daily purchases have a deep impact on the forests, and consequently, on the planet.
To do this, we created a brand called “We Want Furniture” and designed a retail website with furniture made from illegal wood at very affordable prices. Also, furniture displayed on Ebay and Priceminister were driving Internet users to our website. As people click to order a piece of furniture, a video begins showing the ecological consequences of their purchase.

Creative Execution
People buy illegal wood mostly because they are not aware it’s illegal. Not even knowing they are a part of the deforestation process, these people aren’t very concerned and don’t pay intention to the usual warnings. The strength of the idea remained in its ability to surprise the target and deliver the message in a creative way they would remember for good and could share with other people. In order to drive more people to the “We Want Furniture” website, we displayed illegal furniture on Ebay, Priceminister and many other buying/selling websites.

Results and Effectiveness
More than 280 million people targeted around the world
5 923 people shared the campaign thought Twitter and Facebook
+12% connections on WWF website during the campaign
+ 7% in donations for protected forests
3 users out of 10 finished the experience by the fund raising form
A minimum time spent of 1.50 minutes