Cannes Lions

ENVIRONMENTAL AWARENESS CAMPAIGN

OGILVY & MATHER CAPE TOWN, Cape Town / RAMSAY SON & PARKER / 2009

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Overview

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Credits

Overview

Execution

Our strategic solution was to take our cues from carpooling. Just as commuters can carpool to cut down on carbon emissions, we believed that advertisers could reduce their carbon footprints by sharing ad space. Hence, we turned two jobs into one by recording just a single, shared radio ad.

Rather than simply making a green ad for WWF and another green ad for Car Magazine, as we were instructed, we felt that the greenest message to send out was that both brands were actually doing something to reduce their carbon footprints – even in something as seemingly small as a radio ad. After all, when it comes to thinking green, every bit helps.As a result, the radio production process used only half the electricity, half the fuel, and half the paperwork.

Outcome

Both brands were seen to be acting green, not just talking green, and it really paid dividends. The number of unique visitors to the WWF website increased by 138%, and Car Magazine’s ‘Green Issue’ outsold the previous month’s issue by nearly 5000 copies.As an added bonus, both brands benefited from featuring in each other’s media schedules, effectively receiving twice the exposure.In addition, some of our other clients, including Volkswagen and Castrol, have since expressed an interest in the ad-pooling concept.

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