| Activation Campaign | ||||
| Client | SPROUTS Environment Trust | |||
| Brand | NGO | |||
| Agency | Ogilvy & Mather | |||
| Brief | To generate unprecedented awareness for the serious harm we put the ocean and its creatures through during the 10 day long Ganesha Festival. And to find a solution for the same. | |||
| Solution |
We needed a solution that took care of tradition & the environment. Thus we created the fish friendly Ganesha idols, that the fish could consume. Since huge idols cause more damage, we reduced the size to just 9″. The idol’s outer river clay coating dissolves in just 4 hours, leaving the rest for the fish to enjoy. And we introduced it the idea with a hashtag #GodSaveTheOcean to promote this. |
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| Results |
We introduced the idea with a poster on FB & a hashtag, #GodSavetheOcean that went viral instantly, reaching 12.8 million people. And demand was overwhelming. It became the top trending topic. Celebrities tweeted & spread the word. Covered by newspapers & radio. Over 300,000 shares on FB. &1000 conversations & comments, creating unparalleled support & awareness. All the idols were sold out. |
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