To gain exposure, encourage engagement and generate discussion about Earth Hour. The WWF wanted to create a visually arresting spectacle with a view to both raising awareness directly on location and creating a buzz around the event through social media channels, incorporating the activity into a global online campaign.
We worked alongside the WWF to coordinate a flashmob of dancing pandas for a day of activity in London leading up to Earth Hour, targeting a series of iconic locations in and around one of the city’s highest footfall areas: the South Bank. The project managers, Lucy and Cameron, lead the campaign every step of the way, from delivering a creative concept to managing the event on the day, as well as teaching the pandas those all-important dance moves.
Over 4 hours our 60 strong flashmob visited Park Plaza Hotel, Jubilee Gardens, Westminster Bridge, and the Southbank Centre. Headed up by a charismatic team of actors and dancers from our Promo Team, they entertained the crowds with spontaneous performances while WWF branded staff got chatting to onlookers about Earth Hour. Between locations the pandas posed for selfies with members of the public, encouraging them to tweet the photos with the hashtag #passthepanda and take part in an international, online conversation about Earth Hour.
The day’s activity resulted in press coverage from the Mirror Online, the Mail Online, the Daily Express, ITV News, and Mashable, with a total of 3250 shares across the articles.
The WWF’s photo album of the activity on Facebook received 2000 likes and 450 shares, while tweets relating to the event from WWF UK twitter account posted on the day received 460 retweets and 388 favourites collectively.
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