WWF Direkt, Fallmethode Chor Chang Ogilvy & Mather Bangkok

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Chor Chang

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Wohlfahrtsorganisationen, Stiftungen, Volontaire
Medien Direkt, Fallmethode
Markt Thailand
Agentur Ogilvy & Mather Bangkok
Director Yuttana Yoosawat
Art Director Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn, Gumpon Laksanajinda, Natkanate Ruengrujmethakul
Copywriter Phacharanath Jamornchureekun, Kris Garford Spindler, Judy Chang, Maureen Tan
Veröffentlicht Dezember 2015


Asia Pacific Advertising Festival (AdFest) 2016
Effective Lotus Effective Lotus - Campaign Success Effective
Direct Lotus Best Use Of Social Media Silver

Kredite und Beschreibung

Brand: Wwf
Advertiser: Wwf-Thailand
Agency: Ogilvy Group Thailand, Bangkok
Managing Director: Phawit Chitrakorn
Chief Creative Officer: Nopadol Srikieatikajohn
Executive Creative Director: Wisit Lumsiricharoenchoke
Creative Director: Gumpon Laksanajinda
Copywriter: Phacharanath Jamornchureekun/Maureen Tan/Judy Chang/Kris Garford Spindler
Art Director: Nopadol Srikieatikajohn/Wisit Lumsiricharoenchoke/Gumpon Laksanajinda/Natkanate Ruengrujmethakul
Account Director: Puttachad Srinisakorn
Account Executive: Pareena Laksitanon
Digital Planner: Warun Siriprachai
Film Production Company: Honor Bangkok Co., Ltd., Bangkok
Director: Yuttana Yoosawat
Film Producer: Woorawit Yoosawat
The Brief: The Current Demand For Endangered Species Products In Asia Is Unprecedented And Often Largely Driven By Demand For Products As A Demonstration Of Economic And Social Status And/Or Cultural Value And Beliefs. While Elephants Are Revered In Thailand, An Integral Part Of Thai Beliefs And Culture, The Country Has The Worlds Second Largest Unregulated Ivory Market. Wwf Was Having A Hard Time Holding The Thai Government Accountable For Their Lack Of Progress Since 2013 When They Pledged To Shut Down The Ivory Market. Wwf Needed To Garner Public Support To Help Create Change.
The Strategy: Tap Into Thailands Ancient Affinity With Elephants By Illustrating What An Enormous Loss They Would Be By “Making Distant Problems Personal.” Our Strategy Was To Engage Thais And Provoke The Government To Pass Stricter Legislation With One Simple Action; To Remove The ‘Elephant Letter’ To Save The Elephants Life. We Asked Consumers To Remove The ‘Elephant’ (Chor Chang) Alphabet Out Of All Words Bearing The Letter, Rendering Many Words Meaningless. This Act Lent A Voice To Elephants That Are Facing Extinction In Order For Everyone To Be Aware And Protect Them From Being Killed.
The Execution: All 3 Parts Of The Campaign Occurred Simultaneously To Boost Awareness Of The Vanished Alphabet. 1. Chor Chang Removed From Social. Social Influencers Removed Chor Chang’ From Their Names With #ชช้างช่วยช้าง And #Wwfthailand Then Posted Content To Their Social Media. 2. Chor Chang Removed From Leaders. Political Figures, Celebrities And Athletes Removed The Chor Chang From Their Names And Posted To Social Media. Co-Created With Thailands Most Watch News Shows, Who Contributed One Full Day Of Their News Coverage. 3. Chor Chang Removed From The Public. Leveraging Social Media, The Campaign Rapidly Spread Across The Country.
The Result: Over 1.2 Million Users Posted ‘Remove Chor Chang’ On Their Social Network, Approximately A 42% Penetration Of Thailands Social Universe. It Maintained A Top Ranking Hashtag In The Country For 5 Consecutive Days And Is One Of The Most Successful Social Media Campaigns In Thai History. The Campaign Reached Over 71 Million Impressions With Us$11,985,187 In Earned Media. Within A Few Months, The Thai Government Passed The Elephant Ivory Act That Required All Persons In Possession Of Ivory To Register Or Face Heavy Penalties. Within Three Months Of Implementation, The Number Of Ivory Traders In Thailand Dropped By 85%.