MyClimate: MYCLIMATE FIGHT CO2

Credits & Description:

Advertiser: MYCLIMATE THE PROTECTION PARTNERSHIP
Agency: KRIEG SCHLUPP PARTNER WERBEAGENTUR
Category: Charities
Account Manager: Andrea Altorfer (Myclimate)
Copywriter: Beat Egger (KSP Krieg Schlupp Partner)
Creative Director: Daniel Krieg (KSP Krieg Schlupp Partner)
Art Direction: Rahel Witschi (KSP Krieg Schlupp Partner)
Advertiser Supervisor: René Estermann (Myclimate)
Copywriter: Stefan Ganz (KSP Krieg Schlupp Partner)
Client Service Director: Julia Brun (KSP Krieg Schlupp Partner)
Typographer: Paco Alborghetti (KSP Krieg Schlupp Partner)
Illustrator: Amadeus Waltenspühl
Account Manager: Kathrin Dellantonio (Myclimate)

Implementation
FIGHT CO2 conveys a serious statement with fun. We built our campaign around a big live wrestling event starring real-life, but obviously symbolic fighters CAPTAIN CLIMATE vs. EL REY LOCO2. Through youtube, Facebook and earned media, we created a buzz to announce the big fight. The fight went live at prime time on center-stage at freestyle.ch, Europe’s hottest Freestyle sports event in Zurich, Switzerland.

Relevancy
Tonality: myclimate wants to develop the brand from distant and techincal to a more emotional experience.Media strategy: Non-profit myclimate has virtually no media or production budget to spend. The non-classic FIGHT CO2 concept openend doors for myclimate: enthusiastic partners cooperated for free.

Outcome
Awareness for myclimate brand in Switzerland increased by 14% in two years, reaching 33%. That’s top rating of all sustainability brands researched.Social media and online outreach increased. Three digit growth in unique users, clicks, duration. Double digit growth on Facebook.

Client Brief Or Objective
International non-profit network myclimate is among the world’s leading providers of CO2 offset through high-quality climate protection projects. myclimate is viewed as rather technical.Objectives: Celebrate 10 year anniversary with a bang. Increase awareness, interaction and sympathy.