Category: Titanium and Integrated
Advertiser: AKATU INSTITUTE
Product/Service: AKATU INSTITUTE
Agency: LEO BURNETT TAILOR MADE
Creative Vice President: Ruy Lindenberg (Leo Burnett Tailor Made)
Art Director: Murilo Melo (Leo Burnett Tailor Made)
Copywriter: Julio D´alfonso (Leo Burnett Tailor Made)
Agency Producers: Celso Groba/Fernanda Moura/Marcelinho Romero/Camila Aquino/Rafael Messias (Leo Burnett Tailor Made)
Account Managers: Isabel Coletta/Laura Morano/Soraya Joukhadar/Maytê Godoy (Leo Burnett Tailor Made)
Client Approval: Helio Mattar/Ana Wilheim/Ludmila Frateschi (Leo Burnett Tailor Made)
Mobile Manager: Igor Saraiva/Vinicius Porto (Porquenão?)
Designer: Carlos De Lemos/Carol Saravalli (Porquenão?)
Project Manager: Marco Júlio (Porquenão?)
Movie Director: Heber Conde (Vagalume Animation Studios)
Movie Art Director: Heber Conde/Thiago Almeida (Vagalume Animation Studios)
Director Composition: Yohann Da Geb/Heber Conde (Vagalume Animation Studios)
Rigging: Luciano Nazario (Vagalume Animation Studios)
Animation: Ricardo Jost/Fabiano Gama (Vagalume Animation Studios)
Render: Yohann Da Geb (Vagalume Animation Studios)
Modelling: Bruno Hakk Coimbra (Vagalume Animation Studios)
Illustrator: Thiago Almeida (Vagalume Animation Studios)
Manager: Thiago Fogaça (Vagalume Animation Studios)
Sound Producer: Ale Marcondes (S De Samba)
Media placement: Press Releases - Super Interessante,UOL, Meio & Mensagem, AdCritic - 22/03/2012
Media placement: Website - Akatu Website - 22/03/2012
Media placement: Social Activation - Facebook/Twitter/Youtube - 22/03/2012
Media placement: App Lauching - Apple Store - 06/04/2012
Describe the campaign/entry
Every year, Akatu, the Brazilian Institute for Sustainability, develops a campaign for the World Water Day. 2012 was no different. But the request to the agency was more specific: the campaign needed to reach a younger audience and to generate impact on social networks.Our idea came from the fact that many people turn on the faucet or shower only to prevent their partner from hearing the 'sounds of nature' in the bathroom, wasting lots of water. So we developed the Akatu Fake Shower, an App that emulates the sound of shower or faucet, helping users to disguise those unpleasant sounds and showing them how many liters are being saved both individually and collectively. This info could also be shared on social networks.
Describe how the campaign/entry was launched across each channel in the order of implementation
A promotional film was launched on the World Water Day, generating a lot of buzz and stimulating downloads at the App Store. We also made a big PR effort in the media and on social networks, as well as an integrated campaign including print ads, banners, direct mailing and guerrilla in hotels, highlighting the cause the app was supporting.
Give some idea of how successful this campaign/entry was with both client and consumer
- Fake Shower was featured in over 40,000 websites and blogs all over the world;
- It became the #1 free app on the App Store, reaching more than 40,000 downloads in the first month;
- Traffic on the Akatu’s website increased 70%;
- The promo film received more than 18,000 shares and countless likes, comments and mentions on social media;
- A version for Android is being developed thanks to the sponsoring achieved due to the impact generated, reaching even more people;
- Apple spontaneously promoted Fake Shower on the App Store home page;
- To date, over 1.4m litres of water were saved by the App users.