| Title | DEAR MR. PRESIDENT |
| Brand | JANA |
| Product/Service | WATER |
| Category |
B02. Public Affairs & Lobbying |
|
Entrant
|
IMAGO Zagreb, CROATIA
|
|
Idea Creation
|
IMAGO Zagreb, CROATIA
|
|
PR
|
IMAGO Zagreb, CROATIA
|
|
Production
|
IMAGO Zagreb, CROATIA
|
Credits
| Igor Mladinovic |
Imago Ogilvy |
Chief Creative Officer |
| Darko Bosnar |
Imago Ogilvy |
Creative Director |
| Ivana Mlinaric |
Imago Ogilvy |
Account Executive |
| Srecka Gmaz |
Imago Ogilvy |
Art Director |
The Campaign
Idea was to use the real stork Klepetan’s feather, as a symbol of pure love, to write a personal letter to the President of Lebanon. With that letter we asked him to use his position and change the law which will stop a gruesome habit of Lebanese people to shoot the migratory birds over Lebanon sky.
Execution
We’ve started our campaign with a statement/headline that The feather is mightier than a sword. So we decided to use the real Klepetan’s feather as a symbol of pure love to write a letter to the President of Lebanon, asking him to use his position to change the law and stop bad Lebanese people habit of killing migratory birds over Lebanon sky.
To get the attention of The President and to generate PR we sent the same message in video format to his daughter who is his advisor for environment. She shared the video on her facebook and public reaction was immediate. We also spread the voice to environmental organisations which strongly supported the idea and spread it on their blogs, forums and web pages. All activities generated huge public pressure on topic of killing migratory birds so president and government had to react.
1. President daughter facebook post with our video has created instantly +134.000 reactions/shares which started HUGE PUBLIC DEBATE ABOUT PROBLEM of killing migratory birds over Lebanon, and generated so much buzz in media so the President and government had to react.
2. News about President of the Lebanon receiving Klepetan’s feather WAS PUBLISHED IN ALL RELEVANT MEDIA in Lebanon and Croatia (and even wider in the region). Besides daily news, many relevant media houses such as BBC, RTL, DAILY, Sunday EXPRESS, National Geographic... published a story about how one feather of pure love can change a world for a better place.
The campaign became not just TRENDING TOPIC on all relevant media in the country and in the region as well as popular topic in everyday chit-chat.
3. After THE LAW in Lebanon HAS BEEN CHANGED because of huge public pressure, in a country of 4.500.000 people, news about this success reached more than +3.000.000 people as far as it was published in the PRIME TIME on the main national media.
4. Three months after the campaign Jana HAS BECOME BRAND NUMBER 1 in Croatia and the strongest water brand in Adriatic region according to Valicon research.
The Situation
The main tool in achieving the goal of the campaign was through PR. All activities have been focused on PR activations that made changes in community we wanted to make.
The Strategy
It is hard to get the attention of the president who receives a hundreds of letters daily, with one love letter. So our strategy was to firstly to send the same letter, but in a video form to person whom President love the most - his adviser for environment... who is by the way also and - HIS DAUGHTER. We know that if we touch her with our story, we we are a small step to the president. She is also very strong influencer on social network and we knew that if she shares our video on social networks all media which will pick up the story.