Cannes Lions

AKATU INSTITUTE

LEO BURNETT TAILOR MADE, Sao Paulo / AKATU / 2012

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Overview

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Credits

Overview

Description

Every year, Akatu, the Brazilian Institute for Sustainability, develops a campaign for the World Water Day. 2012 was no different. But the request to the agency was more specific: the campaign needed to reach a younger audience and to generate impact on social networks.Our idea came from the fact that many people turn on the faucet or shower only to prevent their partner from hearing the 'sounds of nature' in the bathroom, wasting lots of water. So we developed the Akatu Fake Shower, an App that emulates the sound of shower or faucet, helping users to disguise those unpleasant sounds and showing them how many liters are being saved both individually and collectively. This info could also be shared on social networks.

Execution

A promotional film was launched on the World Water Day, generating a lot of buzz and stimulating downloads at the app Store. We also made a big PR effort in the media and on social networks, as well as an integrated campaign highlighting the cause the app was supporting.

Outcome

- Fake Shower was featured in over 40,000 websites and blogs all over the world;- The promo film received more than 18,000 shares and countless likes, comments and mentions on social media;- In the first month, it was downloaded 40,000 times and traffic on the Akatu’s website increased 70%;- A version for Android is being developed thanks to the sponsoring achieved due to the impact generated, reaching even more people;- And, most importantly, thousands of liters of water are being saved every day by the users of the App.

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