“The greenest leaflet in the world”

Let me introduce, the among many other prizes, now Golden Drum (in “New or innovative” category) and Silver Drum (in “Direct campaigns” category) winner in Portoroz, Slovenia work of my compatriots by the Hungarian Akció 360 advertising agency, “The greenest leaflet campaign in the world” to you.

To collect donations for WWF, Akció 360 reached 285,142 people with 1 leaflet.

How?

Here is the short idea explanation:

“We reached more than 280.000 people with only one leaflet and no media spending. We printed the leaflet, asked two volunteers, disguised as pandas, to stand at the ends of the escalator in a shopping mall. Volunteer no. 1. gave the leaflet to a consumer, volunteer no. 2. took it back after reading and gave it to someone heading for the opposite direction. And so on, the leaflet went round and round instead of landing in the trash. We shot a short video of the activity and sent it to journalists and bloggers. The message reached 285.142 people in two weeks without any money spent on the campaign.

Congratulations boys and girls, nicely done, we are very proud of you, keep it up!

Credits:

Product and services category: Public interest and awareness
Registrant: AKCIÓ 360 REKLÁMÜGYNÖKSÉG KFT.
Country: HUNGARY
Brand name: WWF
Advertiser: WWF Hungary
Advertising agency, city: Akció 360, Budapest
Art director: Attila Nyéki
Copywriter: Attila Nyéki
Creative director: Attila Nyéki
Project manager: Ákos Misinszki, Bernadett Samodai
Director: Tamás Gács
Production company: Umbrella
Other credits: Alexa Antal, WWF