| Title | RACING EXTINCTION |
| Brand | DISCOVERY CHANNEL ITALIA |
| Product/Service | NETWORKS & PROGRAMMES |
| Category |
A05. Media & Publications |
|
Entrant
|
LEO BURNETT ITALY Milan, ITALY
|
|
Idea Creation
|
LEO BURNETT ITALY Milan, ITALY
|
|
Production
|
BEDESCHI FILM Milan, ITALY
|
Credits
| Francesco Bozza / Alessandro Antonini |
Leo Burnett Company Srl |
Executive Creative Directors |
| Marco Viganò |
Leo Burnett Company Srl |
Creative Director |
| Luca Ghilino |
Leo Burnett Company Srl |
Art Director |
| Giuseppe Pavone |
Leo Burnett Company Srl |
Copywriter |
| Isabella Guazzone |
Leo Burnett Company Srl |
Agency Producer |
The Campaign
In Italy every child learns animals’ names at school, through the song Noah's Ark. Hence the idea of launching a special version of this song , in collaboration with the famous Italian singer Patty Pravo. A children's choir sings the song but without the names of the animals, because, as the final line says: By 2050 the half of the animals risks extinction. And is this the future that we want to leave our children?
Campaign Success
We created a new version of the song "Noah's Ark" in collaboration with the Italian singer Patty Pravo, famous for her environmental battles, who participated for free due to the campaign’s social message and with the children of the “Piccolo Coro dell' Ambrosiano” in Milan. We shot the video that became the documentary promo on the channel and on Discovery Channel social page.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign has been seen by 3 million people in Italy.
More than 60 newspapers talked about the documentary film, generating more than € 150.000 in free media. Italy is the European Country with the highest share for Racing Extinction, + 37% in Prime Time.
Explain why the method of promotion was most relevant to the product or service
Racing Extinction is a documentary produced by Discovery Channel and aired in 202 countries worldwide on December 2nd.
For its launch we shot a video starring children that generated free Earned Media on major Italian newspapers , with over 60 articles and increasing the channel share in prime time by 37 %. Italy was the country where Racing Extinction reached the highest share.
The strategy was to make adults think about ( Target: Women / Men 30 - 40 years old) today's irresponsible behavior showing them the future of their children without animals . Hence the idea of a video that is apparently sweet and positive and then launches a provocative message with high impact images that show the animals’ tragedy. The video was uploaded on Real Time social pages, becoming the most watched video of the fan page.