Myles  Lord
Managing Creative Director / MD / GF at DDB Berlin
Berlin, Germany
TitleCNN Ecosphere Project
Campaign CNN Ecosphere Project
Advertiser Turner Broadcasting Systems
Brand CNN International
PostedAugust 2012
Business Sector TV/Radio Programs & Stations
Turner Broadcasting System Deutschland wanted to gain interest in their coverage of the 17th annual World Climate Conference, COP17, as well as position itself as a credible brand among a younger eco-conscious target group and maximise the effect of their small media budget.
Using Twitter as their main focus for generating interest, the company created a live eco-sphere that grew with every tweet that included #COP17.
With “Plant a thought. Watch it grow.“, CNN invited the world to plant a thought with a tweet and watch the discussion grow in real-time on the ECOSPHERE microsite.
The topics that were tweeted were discussed at the actual event and users could go online to see how discussions grew visually on a digital image of the Earth.
Then, the ECOSPHERE emerged inside the COP17 Conference in Durban, as a dynamic holographicinstallation, which connected the 20,000 delegates with contributions from all over the world.
During the event there were over 120,000 voices on the ecosphere and since the event there have been over 227,000 tweets.
In the one month the campaign ran, the company was able to receive 6.7 million media impressions which meant that a single contact was 75% more efficiently than the originally planned print campaign.
Media Type Web Film
Creative Director
Creative Director
Creative Director
Art Director
Executive Creative Director

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