Thu, 18 Nov 2021 15:07:51 GMT
In the run-up to COP26, Conservation International briefed FleishmanHillard's Brand Marketing team to help it to amplify its attendance at the event and bring to life its ‘Nature is Speaking’ campaign.
It was going to be a huge challenge to get traditional media cut-through during the conference and any creative would need to be simple to execute within a tight turnaround.
Luckily, around the same time, FleishmanHillard's client Clear Channel offered some of its billboard spaces in London for a pro bono campaign with the right partner.
FleishmanHillard's Brand Marketing and Corporate teams joined the dots and performed a series of workshops to identify how they could bring the OOH campaign to life for the two clients.
The team settled on an insight that for nature to be kept front of mind, its presence needed to be felt, seen and heard. The creative needed to close the gap between the conference rooms of COP26 and the places that our World’s leaders were talking about, by bringing the Amazon and the Great Barrier Reef to Glasgow and beyond. They developed the Nature is Speaking theme into a simple strapline of ‘Hear me while you can’ - an impassioned cry for our audience to understand the fragility of our environment by immersing themselves in the many voices of nature.
FleishmanHillard worked closely with its partners to create a series of images alongside the ‘Hear me while you can’ strapline to produce interactive billboards featuring a QR code. Once the QR code was snapped, the user was transported to conservation.org/HearMe, where they were able to listen to some of nature’s most majestic soundscapes and learn more about Conservation International’s work to protect nature around the world.
Clear Channel loved the creative so much, they offered to run the billboard campaign outside of London, onto the streets of Glasgow and across various cities in Europe, North America, LATAM and APAC. The cost of the space amounted to over $1million dollars worth of free advertising and translated into hundreds of media hits across the globe. The sounds of nature were heard at COP26 and beyond.
Categories: Environment, Corporate, Social and PSAsFleishmanHillard UK, Thu, 18 Nov 2021 15:07:51 GMT