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Step by step, the campaign that deactivated Lego’s agreement with Shell

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Step by step, the campaign that deactivated Lego’s agreement with Shell

The complete case, with all the graphic pieces, of RAPP Argentina’s global campaign for Greenpeace “Lego: Stop playing with the Arctic”. Based on digital creativity, it achieved the objective of forcing the breakdown of the agreement between Lego and Shell. Buenos Aires, Argentina.- The complete case, with all the graphic pieces, of RAPP Argentina’s global campaign for Greenpeace “Lego: Stop playing with the Arctic”. Based on digital creativity, it achieved the objective of forcing the breakdown of the agreement between Lego and Shell.

The famous campaign implemented in the 28 countries where Greenpeace operates, which sought to achieve more than 1 million signatures and deactivate the agreement Costa Rica Phone Number List between Lego and Shell, was a success. Basically, because it reached the goal. The complete development was carried out from Buenos Aires, with all the global creativity in charge of the RAPP Argentina agency .

“As a result of the intense pressure that the international community exerted on Lego, and after exceeding the goal of gathering more than a million signatures in the online call, the toy company decided to take a step back in its cobranding with the oil company: Lego he will not renew the contract that linked him to Shell ”, they specified from the agency.

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Some of the results:

“Tweet-Spill, a spill of conscience on the internet”, one of the digital actions of the campaign implemented in the social network Twitter to generate viralization, was a Trending Topic in several countries for more than 72 hours
That same action was awarded in the category: “Internet Campaigns: Social Media Campaign”, in the 2014 Amauta Awards. The campaign was active on www.greenpeace.org and in each country since June 30, 2014.
How it was made

The Buenos Aires subsidiary was in charge of generating the integral creative concept of the campaign, the call to action, the creativity and the art of the pieces that Brother Cell Phone List comprise it. A complete “tool kit” was generated, fully developed in Argentina, in English, which was sent to each Greenpeace office in the different countries to be translated into all languages.
This campaign tool kit included:

Campaign graphic: posters and notices.
Petition landing in which the signature was requested, with each of its interior screens: “Sign”, “Share”, “Donate”. The central landing of the campaign had different versions that were used at different times to enhance the result.
Different pieces of email marketing (with different creative concepts to test).
Campaign banners.
Social media tool kit, including creativity to impact fan page covers, posts for campaign launch and maintenance, Twitter campaign.
APP / Engagement tools, which allowed the campaign to go viral through the game, raising awareness about the problem and spreading its content.
BTL shares for Chile and Argentina.

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