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CASE STUDY: Countdown to switch off - Earth Hour 2012

Provided by Clear Channel
Winner of Clear Channels Campaign of the Month in March 2012.

What was the Challenge / Background of the Campaign?

At 8:30pm GMT on Saturday 31st March, millions of people across the globe switched off their lights in support of WWF's Earth Hour. Representing the world's biggest call for action on the threats facing our planet, the Create team at Clear Channel has worked with WWF to launch a nationwide digital campaign, including three bespoke interactive units in London, Birmingham and Chichester, to highlight the importance of this campaign.

What was the Campaign Objective?

Earth Hour 2012 was the biggest yet with hundreds of millions of people in a record 150 countries and 6,434 towns and cities across the world taking part.

What was the Solution?

The units offer consumers the chance to interact with a specially designed light switch button enabling them to effectively turn the globe on and off. Supporting creative is running on selected digital Clear Channel screens nationwide. Consumers will also have the chance to engage with QR codes which direct people to the Earth Hour website encouraging sign up to Earth hour. To support Earth Hour, Clear Channel will participate by switching off its iconic Piccadilly Lite at Piccadilly Circus as well as in key office locations around the world.

What were the Results?

WWF's Earth Hour 2012 was a huge success with instantly recognisable landmarks across the world plunging into darkness for the hour. These included the Eiffel Tower, the London Eye and Big Ben, Times Square, Dubai's Burj al Arab hotel, Grenada's Alhambra, Rio de Janeiro's Christ the Redeemer statue, Athens' Acropolis, India Gate, Sheik Zayed Grand Mosque, the largest mosque in the United Arab Emirates, and the Sydney Opera House.

What were the Key Learnings of this Campaign?

Rachel Bloodworth, Senior Communications Manager at WWF, said: "WWF's Earth Hour is not about saving an hour's electricity. It's something much bigger. It's about people coming together to put the focus on this brilliant world we all share - and how we need to protect it. Not just for an hour a year, but every day. Clear Channel's global support for Earth Hour plays a key role in driving mass awareness and engagement of this important event."

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details150 countries,6434 towns & cities around the world took part
All adultsBoth
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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