Akatu Institute For Conscious Consumption: FAKE SHOWER

Credits & Description:

Category: Public Health & Safety, Pubic Awareness Messages

Advertiser: AKATU INSTITUTE

Product/Service: AKATU INSTITUTE

Agency: LEO BURNETT TAILOR MADE

Creative Director: Ruy Lindenberg (Leo Burnett Publicidade)

Art Director: Murilo Melo (Leo Burnett Publicidade)

Copywriter: Julio d'Alfonso (Leo Burnett Publicidade)

Agency Producer: Celso Groba/Fernanda Moura/Mercelinho Romero/Camila Aquino/Rafael Messias (Leo Burnett Publicidade)

Account Manager: Isabel Coletta/Laura Morano/Soraya Joukhadar/Maytê Godoy (Leo Burnett Publicidade)

Client Approval: Helio Mattar/Ana Wilheim/Ludmila Frateschi (Leo Burnett Publicidade)

Manager: Igor Saraiva/Vinícius Porto (Porquenão? - Mobile Agency)

Designer: Carlos de Lemos/Carol Saravalli (Porquenão? - Mobile Agency)

Project Manager: Marco Júlio (Porquenão? - Mobile Agency)

Movie Director: Heber Conde (Vagalume Animation Studios)

Movie Art Director: Heber Conde/Thiago Almeida (Vagalume Animation Studios)

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)

Maestro: Henrique Nicolau (S De Samba)

Media placement: Internet Video - YouTube - 22/03/2012

Media placement: Website - Akatu Website - 22/03/2012

Media placement: Mobile App - AppStore - 06/04/2012



Describe the objective of the promotion.

Every year, Akatu, the Brazilian Institute for Sustainability, develops a campaign for 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 generate impact on social networks.



Describe how the promotion developed from concept to implementation.

The 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 a shower or faucet, helping users to disguise those unpleasant sounds and showing them how many litres are being saved both individually and collectively. This info could also be shared on social networks.



Explain why the method of promotion was most relevant to the product or service.

A promotional film was launched on 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 media, as well as an integrated campaign highlighting the cause the app was supporting.



Describe the success of the promotion with both client and consumer including some quantifiable results.

- Fake Shower was featured in over 40,000 websites and blogs all over the world;]

- The promo film received more than 18,000 shares and countless 'likes', comments and mentions on social media

- In the first month, it was downloaded 40,000 times and traffic on the Akatu’s website increased 70%

- A version for Android is being developed thanks to the sponsoring achieved due to the impact generated, reaching even more people

- And, most importantly, thousands of litres of water are being saved every day by the users of the app