DIGITAL EARTH HOUR

Short List
TitleDIGITAL EARTH HOUR
BrandWWF CHINA
Product / ServiceWWF CHINA
CategoryA05. Mobile Advertising
EntrantBBH CHINA Shanghai, CHINA
Entrant Company BBH CHINA Shanghai, CHINA
Advertising Agency BBH CHINA Shanghai, CHINA

Credits

Name Company Position
Stephanie Yip BBH China Pr Manager
Owen Sim C3 Interactive Digital Project Manager
Jane Chen BBH China Accounts Manager
Finnian O’neill BBH China Head Of Accounts
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

Brief Explanation

WWF Earth Hour still has low awareness in China. How do we get more Chinese to experience it? More importantly, how do we make them care about conservation? We replicated the symbolic gesture of turning off the lights to where it mattered most to the Chinese: the digital space. We started the Digital Earth Hour. We programmed a code that would “Black out” the landing pages of major Chinese websites for an hour. Only the area the cursor was lit, accompanied by a provocative message, “Only light up what you need.” This let netizens experience the movement. While this experience is symbolic, there’s a link to Earthhour’s website that allows users to learn concrete ways on conserving resources on a daily basis. China’s biggest portals put aside their rivalries and collectively demonstrated their support. Results over 50 million PC, tablet, and mobile screens were blacked out. That’s engaging 10% of China’s netizens in just an hour. Or the equivalent to the entire population of Austria, Belgium, Denmark, Finland, Greece, Iceland, Ireland, Luxembourg, Norway, and Switzerland combined. Web traffic also soared by 630%. All without spending a cent on media.

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