Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: ONE FOUNDATION
Product/Service: WATER SAVING INITIATIVE
Agency: DDB CHINA GROUP
Chief Creative Officer: Michael Dee (DDB China Group)
Associated Creative Director: Hesky Lu/Coobe Leung (DDB China Group)
Copywriter: Hesky Lu (DDB China Group)
Art Director: Coobe Leung/Michael Ma/Jack Xuan (DDB China Group)
Group Creative Director: Shih-Yen Lee (DDB China Group)
Creative Director: Adam Wang (DDB China Group)
Associate Creative Director: Kurt Feng (DDB China Group / Tribal DDB Shanghai)
Art Director: Johnny Zou (DDB China Group / Tribal DDB Shanghai)
Agency Producer: George Ooi/Eugenia Cheng (DDB China Group)
Production Director: James Chen (DDB China Group)
Account Supervisor: Steven Hua (DDB China Group)
Media placement: Radio - Shanghai 103.7FM LOVE RADIO - 11 December 2011
Describe the objective of the promotion.
China is one of 13 countries with critical water shortage. We have developed campaigns for One Foundation to save water.
Describe how the promotion developed from concept to implementation.
The concept we had was to create the world's first water saving song, and we further cut down the time to 1 minute only.
Explain why the method of promotion was most relevant to the product or service.
By reducing the length of the song, people shortened their shower time. The shorter you sing, the more water saved.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 3,000 singles distributed, and over 20,000 downloads in just 4 weeks. The campaign generated free press from 50 different media sources. And we had more than 300,000 Weibo re-tweets and comments. Unexpectedly, we received 200 new 1 minute shower songs created by the public.