Client: Greenpeace New Zealand
Project: Txt Support & Database Generation Channel
Solution: RedDirect
Launched: October 2006
Campaign Length: 2 days (1 day for each campaign)
Background:
Greenpeace is a non-profit organisation, with a presence in 40 countries across Europe, the Americas, Asia and the Pacific.
As a global organisation, Greenpeace focuses on the most critical worldwide environmental issues. Two issues in particular that are gaining international media recognition and which are currently a major focus for Greenpeace is climate change and anti-whaling.
In order to gain support from the general public Greenpeace New Zealand contacted Run The Red to provide and create an easy and convenient way for people to have their say and support this cause.
Objectives:
- Generate a database of names and e-mail addresses for those that support Greenpeace and want to take action on climate change and anti-whaling.
- Generate awareness of the risks that the world faces as a result of climate change and whaling.
Promotion of Campaign:
- Viral Marketing
- Radio – Heat Wave FM
Strategy:
Run The Red worked closely with Greenpeace to implement the two txt support campaigns to ensure that the mobile channel was easy to use for supporters to have their say. Both of these campaigns, although run at different times of the year, were advertised on Heat Wave FM.
How it worked:
- Supporters for climate change were requested to txt their name through to the short-code. They then received a reply message thanking them for their support.
- Supporters for anti-whaling were requested to txt their e-mail address through to the short-code and be sent information regarding whaling and what they could do to make a difference.
Results:
- The campaign was a great success with over 380 listener’s txting in their support during the two 1 day campaigns.
- Greenpeace obtained a large database of names and e-mail addresses to help increase the support for their cause.
|
