The Brief

Earth Hour wanted to get people to do more than just switch a light off and save energy for 1 hour a year. They wanted people to cut their energy consumption 365 days of the year.

Describe how the promotion developed from concept to implementation

Our solution was simple act: Sleep Naked. We got Singaporeans to pledge to go to bed wearing less, so they could turn their air conditioners up by 1 degree. The less air conditioning you need, the more energy you save every single night of the year. Our goal was to garner as many pledges from ordinary Singaporeans as we could within a short campaign time span of just two months.

Describe the success of the promotion with both client and consumer including some quantifiable results

At the end of two months, 9,500 individuals pledged to Sleep Naked and turn their air conditioners up by 1 degree. A total of 118 companies, including governmental organisations, malls, and NGOs pledged to turn their air conditioners up in their buildings or complexes by 1 degree.

Explain why the method of promotion was most relevant to the product or service

Nobody thinks saving energy is sexy. But with the help of a couple of well known celebrities (and to some, sex symbols), we made headlines all over Singapore in a provocative campaign no one could ignore.