ECO-ART SHANGHAI by SHANGHAI WEEKLY, TouchMedia for TOUCHEVENTS

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ECO-ART SHANGHAI

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market China
Agency SHANGHAI WEEKLY
Agency TouchMedia
Creative Director Mark Stevens
Designer Cindy Guan
Released August 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: TOUCHEVENTS
Product/Service: ECO-ART SHANGHAI
Agency: TOUCHMEDIA
Agency: SHANGHAI WEEKLY
Date of First Appearance: Aug 25 2009 12:00AM
Entrant Company: TOUCHMEDIA, Shanghai, CHINA
Entry URL: http://eco-art.touchmedia.cn/
Project Manager: Catherine Zhu (Touchmedia)
Creative Director: Mark Stevens (Touchmedia)
Associate Art Director: Jared Huang (Touchmedia)
Designer: Cindy Guan (Touchmedia)
Flash Designer: Paul Gong (Touchmedia)
Senior Sound Designer: Moer Zou (Touchmedia)
Flash Programmer: Ethan Yi (Touchmedia)
Sound Designer: Pico Zhang (Touchmedia)
Flash Programming Designer: Scott Yao (Touchmedia)
Vice General Manager: Marcan Ma (Shanghai Weekly)
Media placement: In-taxi television commercial - 3 spots in 11,000 - 17,000 taxis - Touchmedia - 1 September 2009
Media placement: In-taxi interactive site - 3 spots in 11,000 - 17,000 taxis - Touchmedia - 1 September 2009
Media placement: Print magazine - 8 ads + 2 editorials over 8 issues - Shanghai Weekly - 25 August 2009
Media placement: Online media - 1 ad + 1 editorial - ENO - 24 August 2009
Media placement: Print magazine - 1 editorial - Greenovate - 25 August 2009
Media placement: Online media - 1 editorial - Green's Magazine - 25 August 2009
Media placement: Online media - 1 editorial - Roots & Shoots - 3 September 2009
Media placement: Print magazine - 1 ad in 1 issue - Time Out - 5 September 200
Media placement: 1 article in print magazine and online magazine - City Weekend - 15 September 200
Media placement: Online media - 1 editorial - Le Petit Journal - 29 September 2009

Describe the objective of the promotion.
To promote and increase environmental awareness and sustainable living / waste recycling, we created the Eco-Art campaign to reach out and challenge the public to rethink their views on garbage disposal on an individual basis. The program is essentially a competition to make art out of trash, with the winning entry being voted for by the public.

Describe how the promotion developed from concept to implementation
-We created 2 garbage mascots to make trash likable and the challenge believable. -We promoted the campaign with these 2 mascots on interactive taxi screens, print media, and online media. -We asked various corporate partners and manufacturers for their waste materials. -We organized 6 Eco-Art workshops where participants could come and make use of these materials. -We contacted schools and individuals to participate. -We called for votes from the public via interactive taxi screens and the website to determine the competition winners. -We displayed the most notable pieces in an exhibition.

Describe the success of the promotion with both client and consumer including some quantifiable results
We received 6,686 requests for entry forms in just 2 weeks; 10,122 email requests for the digital mascot wallpapers in 2 weeks; 47,447 votes cast in 2 weeks. Over the 3 month period of the campaign, 35,000,000+ viewers were reached, with more than with 6,700,000 of them actually playing with the interactive taxi screens campaign. The responses were so phenomenal that we have the support for the campaign to go country wide for this following year.

Explain why the method of promotion was most relevant to the product or service
We used interactive taxi screens as the main form of promotion because it’s exceptionally targeted and interactive. It achieves much higher retention than traditional posters and television commercials; it allows registration, voting, and data exchange between the message and the viewer. Each 1,000 taxis in Shanghai reach over 1,200,000 passengers per 1 month. Other print media and online media were used to supplement the reach even further. Eco-Art Shanghai was held in the world’s most populous city. It challenged the way people think about their waste production habits, and materialized in a bottom-up collective action from the individual level.