ACSA Earth Hour 2009 : Creative Concept & Design

Task

To educate staff and visitors at O.R. Tambo International Airport, as to global warming and its consequences

To obtain +- 41 000 signatures to be presented to the Global Climate Change Conference to be held in Copenhagen in December 2009

To translate marketing ideas into the Airport space and to find new exciting and creative ways to encourage signing of pledge sheets

Methodology

The Airports Company South Africa (ACSA) pledged to support the World Wide Fund for Nature (WWF) in their campaign for global warming and the ‘Earth Hour’ shut-down campaign

Map out a full project implementation plan with the ACSA marketing team

Find innovative ways to communicate with target markets and to encourage signatures

Campaign to be manageable over a 6 day period

Employ vibrant youth/students to execute pledges by incentivising with prizes

Come up with exciting entertainment, thus creating ‘awareness’ for Earth Hour in food courts and departure and arrival halls

Results

To educate staff and visitors at O.R. Tambo International Airport, as to global warming and its consequences

To obtain +- 41 000 signatures to be presented to the Global Climate Change Conference to be held in Copenhagen in December 2009

To translate marketing ideas into the Airport space and to find new exciting and creative ways to encourage signing of pledge sheets


 



OTHER CASE STUDIES

Content ©Zanusi Brand Solutions 2012