CLIMATE CHANGE AT YOUR FINGERTIPS by Clemenger BBDO Wellington for WWF

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CLIMATE CHANGE AT YOUR FINGERTIPS

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR
Market New Zealand
Agency Clemenger BBDO Wellington
Executive Creative Director Philip 'duster' Andrew
Creative Director Paul Nagy
Producer Scott Mcmillan
Released March 2010

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: WWF
Product/Service: CHARITY/EARTH HOUR
Agency: CLEMENGER BBDO
Date of First Appearance: Mar 23 2010 12:00AM
Entrant Company: CLEMENGER BBDO, Wellington, NEW ZEALAND
Executive Creative Director: Philip Andrew (Clemenger BBDO)
Creative Director: Paul Nagy (Clemenger BBDO)
Writers: Alex Metson, Ben Davidson (Clemenger BBDO)
Art Directors: Alex Metson, Ben Davidson (Clemenger BBDO)
Producer: Scott McMillan (Clemenger BBDO)
Account Director: Linda Major (Clemenger BBDO)
Retoucher: Isaac Nana (Clemenger BBDO)
Planner: Graham Alvarez (Clemenger BBDO)
Account Manager: Kate Maclean (Clemenger BBDO)
Media placement: Sticker - Light Switches - 23 March 2010
Describe the objective of the promotion.
With Earth Hour in its 4th year, we needed to engage and remind New Zealanders why they needed to switch off their lights. To show them the direct effect they have on the planet, and give them a reason to switch off.
Describe how the promotion developed from concept to implementation
A sticker was put on light switches to demonstrate the effects of climate change. The stickers were produced and applied to switches across New Zealand including hotel chains, cafes, offices, homes and cinemas. Places where the public would have a moment of truth, reminding them to switch off for Earth Hour.
Describe the success of the promotion with both client and consumer including some quantifiable results
The stickers provided WWF New Zealand with a solution that instantly reminded people about Earth Hour and gave them a reason to switch off. Visits to the WWF website went up 394%. A record number of New Zealand cities took part, including major landmarks. Power consumption across the country was down with the West Coast of New Zealand recording a 13% drop in power usage.
Explain why the method of promotion was most relevant to the product or service
The stickers literally showed people the effects they were having on climate change, every time they switched a light on it shifted the balance, creating a rising sea level. By putting the effects of climate change at people’s fingertips, they were not only reminded to switch off their lights, it made them responsible for it.