Category: Titanium and Integrated
Advertiser: GREENPEACE
Product/Service: RAINBOW WARRIOR WEBSITE
Agency: DDB PARIS
Date of First Appearance: Feb 17 2011
Entry URL: http://www.ddbparis-campaignsonline.com/Greenpeace/video3m
Executive Creative Director: Alexandre Hervé (DDB Paris)
Art Director: Benjamin Marchal (DDB Paris)
Copywriter: Olivier Lefebvre (DDB Paris)
Digital Producer: Julien Leguyader (DDB Paris)
Technical Director: Ulysse Loreaux (DDB Paris)
Account Director: Xavier Mendiola (DDB Paris)
Account Manager: Paul Ducré (DDB Paris)
Production Company: - (Les 84)
Sound Production: - (Panarama)
3D Modelisation: - (Virtek)
Editor Case Study: Stiv Spasojevic
Media placement: • Website - Greenpeace.org - 23th February
Media placement: • Facebook Page/ International Fan Page - Greenpeace - 23th February
Media placement: • Twitter Account/ International Twitter Account - Greenpeace - 23th February
Media placement: • Youtube - Video Trailer - 21th February
Describe the campaign/entry
Since 1978, the Rainbow Warrior allowed Greenpeace to gain numerous victories for the protection of our planet. Today it has had its time and Greenpeace needs to replace her. The new Rainbow Warrior is the first ever purpose-built environmental campaigning vessel and will play a key role in Greenpeace’s future campaigns, allowing the organisation to continue bearing witness and taking action to prevent environmental crimes around the world.
The objectives : Raise funds to finance the construction of the new Rainbow Warrior and involve all the people who want to be part of this story.
Describe how the campaign/entry was launched across each channel in the order of implementation
The idea : Offer people the chance to purchase and own a piece of the new Rainbow Warrior, by launching an e-commerce website anewwarrior.com. More than 400.000 pieces for sale from 1 euro to 7.000 euro. Contributors receive a certificate of ownership and their name appears on the Contribution Wall onboard the real Rainbow Warrior.
The new Rainbow warrior’s website also includes architectural plans, a 3D tour of the ship and video stories adventure told by crew members. Visitors can also watch the Rainbow Warrior’s construction live via a webcam installed at Fassmer Shipyard in Bremen, Germany.
For the first time in a fundraising campaign, we’ve materialized the gift.
knowing exactly what you donated by receiving a certificate of ownership made all the donators part of the story of the new Rainbow Warrior as an activist.
Thanks to social networks, thousands of new owners shared their certificates, which created a media burst.
Give some idea of how successful this campaign/entry was with both client and consumer
With 0 euro media investment, the results so far are :
- 1 256 122 euro raised.
- 31 486 Certificates of ownership.
- 1 857 304 visitors from 171 countries
Time spent : 3 minutes per visitor.
For Greenpeace, it’s "the most successful fundraising campaign of the decade".