DARK SIDE SAVES THE PLANET by Germaine for WWF

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DARK SIDE SAVES THE PLANET

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR
Market Belgium
Agency Germaine
Director Joost Wynant
Creative Director Dirk Domen
Art Director Jef Boes
Copywriter Pieter Claeys
Photographer Evert Thiry
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: WWF
Product/Service: EARTH HOUR
Agency: GERMAINE
Date of First Appearance: Oct 9 2009 12:00AM
Entrant Company: GERMAINE, ANTWERP, Antwerp, BELGIUM
Creative Director: Dirk Domen (Germaine)
Head Of Press Unit: Jan Derom (WWF)
Art Director: Jef Boes (Germaine)
Copywriter: Pieter Claeys (Germaine)
Mixed Media Designer: Sacha Kristinsky (Germaine)
Account Manager: Christina Lemahieu (Germaine)
Online developer: Stijn (Germaine)
Photographer: Evert Thiry
Production Company: Pimpz (Pimpz)
Director: Joost Wynant (Pimpz)
Media placement: TV - Eén, Canvas, La Une, La Deux - 18/03/2010
Media placement: Radio - Radio 1, Studio Brussel, MNM, FM Brussel + Local Radiostations - 18/03/2010
Media placement: On Line Bannering - HLN.be - 15/03/2010
Media placement: N- En Outdoor Posters, Flags, Banners, Buttons, Post-Its - Spread By Cities/communities And Companies - 15/03/2010
Media placement: Post Cards - Bommerang: National Network With 1.900 Displays And 340.000 Cards - 15/03/2010

Describe the objective of the promotion.
In 2009 Earth Hour Belgium had 500.000 families, 329 companies and 193 cities participating. The objective was to promote Earth Hour in Belgium to get more families, companies and communities to participate than in 2009.

Describe how the promotion developed from concept to implementation
The campaign started streetwise in Copenhagen, in December 2009. Our Earth Hour ambassador and hero Darth Fladder promoted Earth Hour in the streets and from that moment on, one could follow his adventures on social media (FB, twitter, youtube, Flickr). Cities and companies were approached by mail and phone. From mid February on, the Earth Hour campaign with Darth Fladder was developed in WWF-media, boomerang cards throughout Belgium, website, and e-mails to associations. In March Darth Fladder appeared at some music and sport events and the last 10 days a national TV and radio campaign mobilised the whole country.

Describe the success of the promotion with both client and consumer including some quantifiable results
750.000 people participated (25% more than in 2009), 649 companies (3219 in 2009) and over 324 communities (193 in 2009). So, all significantly more than in 2009. Contacts: - 30.096 unique visitors at wwf.be/earthhour - 1.222 friends on FB - 85.000 views on youtube (Life of Darth Fladder) 567 publications in on- and offline belgian press.

Explain why the method of promotion was most relevant to the product or service
To get more followers we needed a leader. That's what we created in the person of Darth Fladder. And the Belgian population, as well as companies, cities, and families were enthusiastic. Not only had WWF more participants, the participants also used promotion material of Darth Fladder to promote by themselves Earth Hour towards their personnel/habitants/members.