Cannes Lions

ENERGY CONSERVATION CAMPAIGN

LEO BURNETT, Sydney / WORLD WILDLIFE FUND (WWF) / 2007

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

We surrounded the consumer at every step with a consistent call-to-action. All of our communications encouraged the individual to contribute: from on the street volunteers, to radio that demonstrated the community’s voice and TV that suggested anyone could switch off. Our engagement of ‘The Sydney Morning Herald’ newspaper allowed us to drive participation in the event via call-to-action advertising, quotes from committed CEO’s, celebrities and consumer endorsements, articles and countdowns to the event.

Outcome

From $0 spent - $USD16.8 million media value.

0%- 97% awareness amongst Sydney-siders.2.2 million switched off their lights.

The city cut energy consumption by 10.2% (expected 5%) the equivalent of taking 48,000 cars off the road for one hour.Global coverage – in over 20 major cities.

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