• Marketing Campaign Has Lofty Goals: To generate mass activation around the world

    24 Jun 2009 /  copywriting, marketing campaign, marketing materials, website writing, writing

    Imagine how powerful a message could be created by some of the worlds’ most creative minds. Specifically, imagine what kind of a message the United Nations, the International Advertising Association and some of the world’s greatest advertising, marketing and media agencies could create…

    Well, they have done just that with the launch of Hopenhagen, or hopenhagen.org, “a global marketing and communications initiative that will inspire and generate mass activation around the world,” according to the press release. Yep, we’ve got big names, big ideas and big, lofty goals all converging with this marketing campaign.

    What exactly is Hopenhagen? Here’s the opening copy from the website:

    “Welcome to Hopenhagen.
    On December 7, 2009, leaders from 192 countries will gather at the UN Climate Change Conference in Copenhagen, Denmark to determine the fate of our planet. Let’s turn Copenhagen into Hopenhagen.”

    The focus of the climate change conference is to solve our environmental crisis, explains the copy.

    And accompanying the marketing campaign copy is a place to add your own thoughts on what gives you hope. The ideas that people have input then run as a scroll on the bottom of the web page.

    The focus, then, is clearly hope. And here’s what the press release says about what inspired the idea:

    “Hopenhagen stemmed from the idea that the UN Climate Change Conference is an opportunity to protect people and the planet, while powering global green growth. The campaign will emphasize a shift from “coping” or ignoring to “hoping” and ultimately acting to create a new reality.”

    What I find most interesting about this marketing campaign is that in today’s world of flash and design-driven advertising and marketing campaigns, it’s primarily copy driven. Even more, it’s effective: the campaign is simple; the copy is creative; and it gets you engaged and thinking.

    So, what gives you hope?

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    Posted by Heather @ 6:35 pm

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