The brief, for PHD Rocket, was to help campaigner for climate change Together to educate consumers as to how they could take small steps to make a big difference to the environment.
Together is the first to admit that climate change is not normally at the top of people’s everyday priority list. It needed to convey the idea that even small changes could make a big difference.
When PHD Rocket started planning the campaign, it knew that a traditional media plan wouldn’t create the stand-out that Together.com needed to achieve. An innovative approach was needed to make consumers took notice of Together.com’s messages above the general noise being made all of the time about climate change. Zeitgeist research by PHD Rocket suggested that laughter would lead to better engagement – and so humour became the campaign’s theme.
With a few calculations, the team at Rocket worked out that just a few simple changes could save the average person £1431. And so the ‘What’s funny about 1431?” campaign was born. Ten up and coming comedians, spotted at the Edinburgh Film Festival, were tasked with giving the strapline meaning and relevance. Each was given £1431 to run their own media campaign via You Tube. The prize for them – fame – with the comedian with the highest number of views, voted and ratings being crowned the winner. The benefit for Together.com – using the power of viral to get its key message across, that by caring about the climate, you can also save money.
The campaign generated 205,000 You Tube views, with 27% of people who watched the comedian’s virals going to the Together.com website for more information. Website traffic overall increased by 400%, the campaign generated £250,000 worth of PR coverage, and an ROI of 8:1 was achieved.
To view a video explaining the concept behind the case study, click below.
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