ASIA-PACIFIC – CHINA, MARCH 27, 2013 – Earth Hour awareness has, indeed, invaded the digital space. BBH China, in collaboration with the World Wildlife Fund (WWF) China joined the fight against global warming with the launch of their digital campaign, ‘Light only what you need’.
Some of China’s top social networking sites – Renren, Youku, QQ, Ushi, 139 and Kaixin, joined in the campaign by blacking out their websites for one hour, which helped drive awareness around the global movement. The combined websites have a daily reach of over 200 million per day.
During Earth Hour, the websites’ users experienced a blackout on their web browser, greeted with the message “Light only what you need”. Only a spotlight appeared during a search, guiding users across a page, allowing users to experience what it means to be part of the Earth Hour movement digitally.
“Traditionally Earth Hour has been about encouraging people to turn their lights off in the real world. We wanted to take that behavior online and harness the power of the digital space to connect more deeply with consumers,” said BBH China ECD Johnny Tan.
“We’ve partnered with WWF in Earth Hour for the past 3 years. Fully utilizing digital video as a way to bring across an environmental message to people in a vivid and engaging manner, and hopefully contributing towards a bigger cause,” said Youku director of consumption content center Ma Xiao Bo.
To experience the social network sites blackout, visit: http://shanghai.c3-interactive.com/wwflightout/renren.htm
