Greenpeace: COAL STORY MOBILE

Credits & Description:

Category: Best Use of Mobile Devices

Advertiser: GREENPEACE

Product/Service: GREENPEACE

Agency: OGILVY BEIJING

Date of First Appearance: Sep 1 2010

Entrant Company: OGILVY BEIJING, CHINA

Executive Creative Director: Doug Schiff (Ogilvy Beijing)

Art Director: Wang Fei (Ogilvy Beijing)

Writer: Doug Schiff (Ogilvy Beijing)

Agency Producers: Doug Schiff/Wang Fei (Ogilvy Beijing)

Wireless Service Director: Jiang Wei (Neo@Ogilvy)

Media placement: mobile - mobile - September 1, 2010



Insights, Strategy & the Idea

The strategy was to find a new way to reach the three groups: business leaders, government officials and environmental leaders in a powerful, unexpected way. It was determined that mobile stood a good chance of reaching them and getting their attention inexpensively and efficiently.



In addition Greenpeace knew that China's 12th, 5-year plan was to be formulated in the early spring of 2011. So they wanted to send a message about the negatives of coal, underlining the important of alternative energy.



The targets were groups that Greenpeace both had and did not have previous contact with, but no doubt, they all knew of the brand Greenpeace.



Creative Execution

As the world (particularly emerging markets) has a insatiable hunger for energy, Greenpeace wanted the truth about coal to be told. So the execution looks at how coal, at a point in time, seemed like a magical wonder. But as our experience with coal grew, we began to see its many ugly sides.



Instead of just sending a simple SMS, Greenpeace sent an animated, memorable film through their mobiles.



The tone and execution were very much in line with the Greenpeace brand. In addition, the delivery of the message was innovative and helped get the message further attention.



Results and Effectiveness

Over 1.6 million viewed this animation. What's more, the vast majority was among the three target groups that were originally chosen.



This animation was created with China's 12th 5-year plan in mind, a critical time as China's government would be formulating a long-term energy policy. In fact, China created their 'greenest' energy policy to date during these meetings. It's certainly conceivable the mobile film was a factor.