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May the Force be with Greenpeace

Greenpeace have launched a fantastic new campaign today (Tuesday) – ‘Volkswagen. The Dark Side’ targeting car manufacture VW to ‘turn away from the Dark Side and give our planet a chance’.

It’s been going less than 12 hours, but already they’ve had over 38,000 people send a message to VW bosses, over 10,000 likes on their Facebook page, #vwdarkside has been trending in London for much of the days and thousands have viewed their excellent video spoof of hugely popular VW Star Wars film.

Here are the five reasons why I think it’s been a fantastic campaign launch.

1 – An inspired location – Old Street has also been trending all day as well. Why? It was the location that Greenpeace chose to launch the campaign. No VW garage in sight just the home of Silicon Roundabout and undoubtably more tweeters than any part of London. Dot a few Stormtroopers around the place and you’ve got lots of digitally connected people talking about your campaign on twitter.

2 – A competitive edge – The campaign doesn’t simply want you to send a message to the VW CEO, it wants you to recruit more friends (or Jedi’s) to join the campaign. You’re given your own training page and the more friends who join, take action on your recommendation or view your special page the more points you get, which helps you unlock new characters from Star Wars. The element of competition is inspired, and has meant that its been passed on a huge number of times.

3 – A everyday brand – No doubt a multitude of other targets who could leverage the changes that Greenpeace would like to see, but VW are a globally recognisable brand and one who have tried to build a green image. Thus they make ideal targets. Moreover the launch is showing that the decisions that need to be made to stop climate change are, in part in the hands of companies like VW. The campaign also makes a direct pitch to those who drive VWs in the sign-up page, a really nice touch.

4 – A great message – This isn’t simply a ‘aren’t VW really horrible and nasty’ campaign, rather a campaign to persuade VW to play its part in helping to save the world. The language that the website uses it’s all about encouraging VW to stop ‘using its influence to prevent us getting the laws we need to protect our planet and boost our economy’.

5 – Everyone loves Star Wars – With over 40 million views, the original VW advert has been hugely popular so by basing a campaign on this Greenpeace is already tapping into popular culture. It’s also a huge amount of fun and its impressive how Greenpeace have carried the Star Wars theme through every element of the launch (for example their policy report is entitled ‘The Dark Side of Volkswagen’ and is introduced by R2D2!).

What do you think? Are you as enthused about the campaign launch as I am? Have you seen it all before? 

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Link Loving 05.07.11 « Casper ter Kuile

[…] Tom Baker on the wonderful Greenpeace ‘Star Wars/VW’ campaign. […]


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