|Title||DIGITAL EARTH HOUR|
|Product / Service||WWF CHINA|
|Category||A07. Best Use of Digital Media|
|Entrant||BBH CHINA Shanghai, CHINA|
|Entrant Company||BBH CHINA Shanghai, CHINA|
|Advertising Agency||BBH CHINA Shanghai, CHINA|
|Stephanie Yip||Bbh China||Pr Manager|
|Owen Sim||C3 Interactive||Digital Project Manager|
|Jane Chen||Bbh China||Account Manager|
|Finnian O'neill||Bbh China||Head Of Account Management|
|Jonathan Koh||Bbh China||Engagement Planner|
|Darius Karbassioun||Bbh China||Engagement Planning Director|
|Yilin Lin||Bbh China||Digital Producer|
|Zizi Shi||Bbh China||Art Director|
|Carol Ong||Bbh China||Associate Creative Director|
|Yinbo Ma||Bbh China||Creative Director|
|Michelle Wu||Bbh China||Copywriter|
|Aaron Koh||Bbh China||Art Director|
|Johnny Tan||Bbh China||Executive Creative Director|
China’s biggest portals put rivalries aside and blacked out over 50 million PC, tablet, and mobile screens for one hour. That’s 10% of China’s netizens experiencing our movement in just an hour. Web Visit also increased by 630%. Without spending a cent on media.
We started the Digital Earth Hour. We made it easy for China’s biggest portals to unite. We programmed the Earth Hour Code that allows them to digitally turn off their lights, as a symbol of their support. When netizens logged on to their favorite sites, their PC, tablet, and mobile screens blacked out, allowing them to experience the movement. A spotlight lights only the portion they want to view, the message: “Light only what you need.” They’re directed to the Earth Hour website to learn concrete ways on conserving resources on a daily basis. The biggest challenge that we faced in pulling it off was getting all the major digital platforms to put aside rivalries and unite around a great cause.
Earth Hour is still a very small movement in China. How do we get them interested in the movement and learn more about conservation? We translated the symbolic show of support to the environment in a way that’s relevant to the Chinese. We started the Digital Earth Hour.