| Title | LIKEFROMLEO |
| Brand | OSTASHKOV'S DEPARTMENT OF HOUSING |
| Product/Service | WASTE SORTING AND RECYCLING |
| Category |
B03. Use of Social Platform(s) in a Promotional Campaign |
|
Entrant Company
|
MARVELOUS Moscow, RUSSIA
|
|
Advertising Agency
|
MARVELOUS Moscow, RUSSIA
|
Credits
| Artem Sinyavskiy |
Marvelous LLC |
Creative director |
| Bulat Ayupov |
Marvelous LLC |
Art Director |
| Pavel Gusev |
Marvelous LLC |
Head of Digital |
| Ekaterina Mashkova |
Marvelous LLC |
Social Media Director |
The Brief
Ostashkov - is a beautiful town in Russia, but absence of recycling leads to eco catastrophe. Local recycling pioneer company Ostashkov's Department of Housing asked to popularise the concept of waste sorting and recycling among citizens and to convey a simple truth to the authorities no recycling=tons of trash.
Campaign Success
We decided to attract attention to the issue by launching a campaign aimed to get the UN Messenger on Climate change Leonardo DiCaprio inspire people of Ostashkov.
Describe the success of the promotion with both client and consumer including some quantifiable results
We received more than 500 media placements including top Russian TV channels. Stars like Mark Ruffalo supported the cause and appealed to Leo to take notice. LikefromLeo was mentioned more than 1 000 000 times on social media
As a result to all this buzz local authorities developed and launched eco classes for Ostashkov school children and equipped all administrative buildings with battery disposal containers. Town's first separate garbage collection point was opened.
Explain why the method of promotion was most relevant to the product or service
Ostashkov - is a beautiful town in Russia, but absence of recycling leads to eco catastrophe. Local recycling pioneer company Ostashkov's Department of Housing asked to popularise the concept of waste sorting and recycling among citizens and to convey a simple truth to the authorities no recycling=tons of trash. We decided to attract attention to the issue by launching a campaign aimed to get the UN Messenger on Climate change Leonardo DiCaprio inspire people of Ostashkov.
All we asked for for a Like from Leo
We launched an IndieGoGo campaign to raise money for the huge billboard in front of Leo's house with a simple message Leonardo, please visit my website on the site everyone could find info about eco problems of the region and a Like button just for DiCaprio. We raise money in 10 days and the billboard was erected in Beverly Hills. It immediately began a sensation