Direct > Use of Direct Marketing

PUT THEM IN OUR SHOES

LOWE ADVENTA, Moscow / GREENPEACE / 2012

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Overview

Credits

Overview

BriefWithProjectedOutcomes

The creative solution was to find pictures where opinion-leaders and businesspeople were portrayed doing something they shouldn't be known for. Then, send these people pictures of themselves (in these situations) with the question "What if you were known just for the things you do once in a while?"We expected them to put themselves in our shoes and feel what could happen to their own reputation or image, if people didn't know them for what they do professionally every day, but for the things they might do once in a while.And they did.

ClientBriefOrObjective

The objective was to change people's perception of Greenpeace and get donations.The problem is that Greenpeace is known only for its activism and people in Russia fear being associated with such organisations. Very few people know that these are exceptions and not the rule. On a daily basis, Greenpeace is a hard-working, law-abiding organisation.The strategy was to show opinion-leaders and businesspeople that Greenpeace is just like them: that we all do something extreme occasionally, but overall we're well-mannered professional people. And, therefore, we should not be known just for the things we do once in a while.

Effectiveness

85% of the people who received the direct mail ended up making a donation to Greenpeace.Plus, 2 media groups opened their doors to Greenpeace.

Relevancy

The idea's strength lies in the fact that these people have a reputation to protect, which is built on their public image. We made them see how unfairly we were being perceived.By seeing that they too do extreme things, they could relate to Greenpeace and see all the things for which Greenpeace should really be known.This is appropriate for the brand because Greenpeace's image is what prevents it from getting what it needs the most: supporters, donations and media space. Plus, the people we talked to are the people who control the money, the power and/or the media.

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