Greenpeace: THE CAMPAIGN THAT BORROWED $160MILLION

Credits & Description:

Advertiser: GREENPEACE
Agency: SAATCHI & SAATCHI AUSTRALIA
Category: Charities, Public Health & Safety, Public Awareness Messages
Executive Creative Director: Damon Stapleton (Saatchi & Saatchi)
Group Account Director: Jasmin Barnes (Saatchi & Saatchi)
Production: Danielle Senecky (Saatchi & Saatchi)
Senior Art Director: Darren Borrino (Saatchi & Saatchi)
Senior Copywriter: Stuart Turner (Saatchi & Saatchi)

Strategy
Commonwealth Bank ran an unbranded teaser campaign for 2 weeks across Australia worth $250 million. With very little budget and a lot to say for our client Greenpeace, we asked the question: What if we borrowed the bank's campaign?

Effectiveness
Within 24 hours, the outdoor campaign was seen by 6% of the population.The press ad was seen by over 7% Traffic to Greenpeace’s website up 34% from Google sponsored ads impressions alone.A total social media reach of over 31% The campaign was one of the top 10 trending topics on Twitter Australia. Best of all, Greenpeace reached their petition target ahead of time and have since doubled it. Although a sneaky move, it was effective and well received by Commonwealth Bank with the CEO releasing a statement days later congratulating Greenpeace on the ambush.

Execution
The bank's teaser campaign featured nothing but the word 'Can’t' across various mediums.We hijacked it, claiming ownership before the bank did by running our own posters, press and online ads in the same style and font as the Commonwealth campaign, but with added copy to talk about a Greenpeace issue.