What is the most effective trick to “stop people in their tracks” and get their attention? It can be bizarre images, outrageous visuals, and so on, but above all, we believe that what people are most interested in is themselves – it is hard to resist a visual that is asking about their own identity. Therefore, in order to attract attention from our target audience, we utilize a vote form that asks about people’s self-identification, which also seamlessly fits the insight we would like to deliver to the audience. We even try this vote format out with our friends (falls within the TA scope), and they all find it very natural to stop and think about a question about themselves whenever they see it.

Insight：

We conclude that the core underlying reason that makes EcoTree’s business model work is that it revolutionarily transforms philanthropy from an anti-human-instinct cause to an action that follows human instincts. To be more detailed, according to our research, most people (including our target audience) often find it resistant to do conventional philanthropy because it asks them to sacrifice money for good deeds in the world that are very likely to have no immediate rewards, which is against human instincts to save money for their personal usage; and EcoTree’s new model of philanthropy is able to solve this problem because it is no longer anti-human-instinct but conforms to it, enabling consumers to do good deeds without losing money (and even making some more). In this way, consumers can save their money while being an active philanthropists to protect the earth at the same time – an innovative win-win situation.

Strategy：

In order to emphasize this insight that, thanks to EcoTree, consumers do not need to choose between money and good deeds but have them all, we use a dramatic format of a vote to illustrate this point. The vote assumes that a consumer can only pick one of the two identities, but with the help of EcoTree, the consumer can achieve both. By using the vote format to illustrate this underlying logic that distinguishes EcoTree, and using copy to explain its business model succinctly, this key visual answers the brief: being a visual hook as well as a business model explainer.