World Wildlife Fund, Toyota & Skai TV

World Wildlife Fund, Toyota & Skai TV Voting Direct Response Mobile Brand Awareness Campaign

Background

The World Wildlife Fund for Nature, Toyota Motor Corporation, and SKAI TV joined forces to raise environmental awareness. They aimed for a fun campaign to spark excitement and align their brands with a worthy cause, while creating a loyalty base of environmentally conscious responders.

Idea

InternetQ organized a cross-carrier competition using our text-to-vote module: subscribers text in their favorite pro-environmental motto to take part. The campaign was promoted simultaneously on television, radio, web and print. The grand prize for the winning motto was a Toyota Prius, with extra prizes for entertaining entries.

Result

The WWF chose the winner, who was announced on a live radio show.  The campaign achieved an excellent response rate with 25,000 unique mottos submitted and 8% of the overall audience participating. Due to the intense media coverage buzz, the campaign not only raised environmental awareness but also aligned the sponsor’s brand names with the cause. SKAI, Toyota & the WWF benefited from the instant mobile database of responders, including demographics - data that will be used to shape future campaigns.