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Poznań City Hall
Poznań City Hall

It is not such
a small thing
Would an elephant wandering at night on city streets raise awareness about dog droppings? Of course! All it takes is a bit of imagination and being open-minded about unconventional solutions.
Customer
Poznań City Hall
Scope
strategy | creation | video production | PR | media purchase | web design | social media content
When
2017
Prize
The silver sword in KTR contest, in Social Campaign Communication category

BRIEF/THE CHALLENGE

It is just a small poop so I don’t even have to throw it out – that’s how case of dog droppings is seen by dog owners. What has to be done for them to raise awareness about the scale of this phenomenon? 

IDEA

One poop won’t make an impression but in Poznań dogs make about 50 000 poops daily – just as many as there are dogs in the city. If the owners can’t imagine the scale of a problem, we’ll help them with a bit of a help from elephants and simple math. One elephant excrete about 100 kg of feces each day. Just as many as 1000 dogs would make. Then… day after day about 50 elephants leaves their droppings in Poznań. Not a small thing anymore, isn’t it? 

EXECUTION/ACTIVITY

Standard actions didn’t meet with expectations, so it was the time to be unconventional.

Standard actions didn’t meet with expectations, so it was the time to be unconventional.
Viral video clip with an elephant wandering in city, pile of droppings left in various places in Poznań – those were the ways to build the reach of the campaign. The educational phase took place in social media and on dedicated website: www.czystypoznan.pl 

WWW

RESULTS/EFFECTS

The viral video has reached 3.5 milion viewers, what converted into AVE (Advertising Value Equivalency) of 650 000 PLN. 

3,5 mln
RECIPIENT
650 tys.
ZLOTYCH


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