WWF exemplifies that every single little bulks out everybody’s much

I have to congrats the excellent idea DM9DDB (local name for DDB Brasil) had for WWF.

Several are the actions the agency has set up to the body, as in 2007 the “Money” film, which ended up having many people’s attention, including some Brazilian TV celebs, and the action for the Earth Day yet this year – suggesting lights to remain 1 minute off –, but the “Coins” action shows that also the advertising can acquire a 2.0 behaviour – participative and engaging – even outside the Internet.

This time the subject was animals in danger of extinction. WWF wanted, as usual, to warn the most conscious part of people off the imminent danger over some animals.

Take a look at this. WWF, non-lucrative ends, no money to campaign. The most conscious audience – and I beg your pardon but there’s no criticism here; it is about a target description as frequently done in marketing and advertising – comes generally from the upper-level classes, is urban-style, outdoor social life, is in movies, theaters, cafes, bars, and restaurants. They’d rather grab the social life than watch TV at home, which changes the media consumption compared to the average of the audience.

I’ve already said once that advertising, likewise the artist, goes to where the audience is, and this is a great illustration for it. Almost literally, indeed! If it is no use airing a film on TV in order to touch that audience, Media professionals got a way to make the action happen in the most adequate locals as they permitted the brand being in contact with an interested audience in a moment they could properly see, and ultimately, contribute.

That was it.

Each piece brought out the boundaries of an animal in danger of extinction. Imagine a white board with a sea turtle e.g., in outline. Inside, there were coins-stuck instructions so that every single angle could be filled up but by a certain coin (or a penny, or a dime, or a quarter, or whatever). The board was purposely stuck next to the cashier in a café, a movie ticket-office, or a restaurant. And there it goes the stimulus to participate.

People went to pay for the bill at the cashier and, by using the change received, ended up sticking the coin on the straight local for that coin on the draw. In Brazil every coin value has its own colour, and as so they could be molding the animal in such a way we could perceive its shadow, nuance and volume. The animal could be recognized both close and far.

Can you see the media efficiency of this action? There was need to go after the target, give them the warn message and preferably receive immediately from them a donation all at the same time. The media was put right where they are used to go and at a local in which handling with the coins was inevitable. The idea had already been created to depend on coin – instead of a note or anything else. All these show the idea offers convenience to the target and efficiency to make the donation happen very naturally.

Still the board brings out a very spontaneous stimulus: the animal draw was coming up gradually. Since the furthest-off times we know that the mankind is curious, and a to-be-done board could only jolt people’s participation. It is about their contribution to complete the piece, a piece that engaged people in behalf of a noble cause…

Each board could possibly generate circa $100, according to what I was told. Altogether, against the extinction of those animals was collected an amount of $ 110 thousand.

The action has:

- natural participation of people, who got curious to see the animal on board;

- convenience – as there wasn’t need any effort but giving part of the just received change –;

- engagement, as the media were put on a place hugely frequented by a specific target touched by these related causes;

- efficiency, as one single piece was at the same time the ‘media’ for the message and the channel to donation, which means by the way a great logistics savings for WWF.

Watch here a fast video and then tell me whether or not you’d end up participating. Internet does it in its day-by-day by reuniting progressive contributions for any kind of needs worldwide. Getting this same engagement outside the web is something that only happens by having a powerful idea ahead yet supported, though, by extreme media efficiency behind. Congrats to my DM9 colleagues.