SAVE OUR SPECIES

Short List
ClientLACOSTE
Category A02. Creative Effectiveness for Good
TitleSAVE OUR SPECIES
Product/ServiceLACOSTE
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Production ALLSO Paris, FRANCE
Credits
Name Company Position
Rémi Babinet BETC Chief Creative Officer
Antoinette Choque BETC Creative Director
Céline Mazza BETC Copywriter
Olivier Aumard BETC Copywriter
Jonathan Baudet-Botella BETC Art Director
Benoît Ferran BETC Assistant Art Director
Céline Mazza BETC Strategic Planning
Julien Levêque BETC Activation Strategy
Karine Manzic na Producer
Franck Annese BETC Producer
Geronimo na na Motion Designer
Demon na na Music
Sandrine Conseiller Lacoste Brand Manager
Felipe Oliveira Baptista Lacoste Brand Manager
Mylène Atlan Lacoste Brand Manager
Stéphanie Tournier Lacoste Brand Manager
Bertille Toledano BETC Agency management
Fanny Buisseret BETC Agency managment
Benjamin Veaute BETC Agency management

Summary

The crocodile is one of the most famous logos in the world. We suggested Lacoste transform it into a megaphone, drawing public attention to endangered wild animals. How? In the most significant way possible for Lacoste: changing their legacy product, the polo, and replacing the iconic embroidered crocodile with 10 endangered species. To do it thoroughly, we partnered with animal conservation experts the International Union for Conservation of Nature (IUCN), and initiated a three-year partnership. Together, we created an extremely limited-edition of polo shirts. For each species, the number of polos produced corresponded to the number of animals known to remain in the wild. Each of the 1,775 polos purchased helped to preserve these species worldwide by supporting IUCN’s Save our Species programme. We allocated the money to the cause and not to production or media. Our strategy for the campaign launch was to use the brand’s own strengths to ensure impact: - a loved logo on social media: we developed video digital assets showcasing the crocodile disappearing and immediately got a lot of engagement. - a key event, the Fashion Show at the Paris Fashion Week: the last 10 looks were inspired by the 10 species, which caught a lot of media attention. We spent less than 57, 000€ on production of assets and media investment. The results exceeded our expectations: Objective 1: Raise IUCN awareness and build Lacoste reputation as a committed brand o 9,9 million earned media (600k shares, 1,2 billion impressions, 111 million reach). o Donations to IUCN multiplied by 4 during the campaign. o Traffic on saveourspecies.org increased 200% and newsletter subscriptions increased 300% the month of the campaign. Objective 2: For Lacoste and IUCN to reach out to a new audience and get positive reactions to the campaign o All polos were sold out in 24h. o 76% new clients created an account on Lacoste.com o Lacoste fan base increased: Instagram: + 26% fans vs 2017. Facebook: 10 times more fans earned vs 2017. o Thank you note from the Mexican government But most importantly, we increased true support for the species: 1/ The Burmese roofed turtle population has already more than doubled thanks to the first conservation programme handled by IUCN experts and sponsored by Lacoste. There were only 40 specimens living left when the campaign was launched. Thanks to the programme we initiated, by the end of the first nesting season a total of 62 turtle eggs hatched successfully along the Chindwin River. 2/ IUCN uses the Lacoste x SOS campaign as their key case study to show companies how they can engage in species conservation and even do it in a “cool and popular way". o Inquiries from brands increased 100% including new sectors: sports/luxury tourism and supermarket retailers among others. o New donors/partners came to them after seeing the campaign. And this is only the beginning…