Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

WWF app paints China's polluted sky blue

share on

WWF China and OgilvyOne Beijing have joined hands again this year to support Earth Hour by creating a new “Blue Sky” iPhone app that allows users to turn their photos of polluted gray skies into clear blue skies with a simple finger wipe.Users can share the before and after pictures on their WeChat Moments and Sina Weibo (Chinese microblog).In addition, the app invites users to pledge against air pollution by signing their phone screens and sending their signatures to the WWF website, where all supporters’ blue signatures will be combined to collectively clear away a gray sky and inspire a movement for cleaner air.Chinese film celebrity and WWF Earth Hour global ambassador Ms. Li Bingbing will kick off the live eventon March 29 at 8:00 pm at The Place (Shimao Tianjie), a popular shopping destination in Beijing with Asia'slargest outdoor overhead screen.After signing a pledge of support through the app, Li Bingbing’s signature will be projected onto the overhead screen to inspire others to action. Shoppers and passersby can also pledge to the movement by signing their own names through the “Blue Sky” app on one of several iPads onsite.Signatures collected will be shown on TV screens on-site that will show gray skies being transformed into blue skies from a mosaic of blue signatures.Social@Ogilvy Shanghai has also pitched in to create custom content for WWF China’s ambassadors to share across their own social networks. The team is engaging social media influencers and celebrities in business, athletics, health, literature, lifestyle and the arts to help further spread the message on Sina Weibo and WeChat.Dan Wang, Brand Manager, WWF China, commented: “As China’s smartphone market reaches a 90 percent penetration rate this year,1 an innovative and meaningful mobile app can make a big difference in helping us reach more Earth Hour supporters in China. This is why our partnership with O&M is so important. They've helped us introduce a digital and social element that can engage millions of people to join the global community and take personal action to reduce air pollution now.”Doug Schiff, executive creative director of OgilvyOne China, said: "Many in China feel only the government can improve the worsening air conditions, but WWF wanted to encourage individuals to think up and support individual initiatives, and this app is a step in that direction."Born in 2009, Earth Hour has become the biggest public engagement event in China, taking place in a variety of historic landmarks such as the Bird’s Nest and the Great Wall, with those locations showing support by turning their lights off. The yearly event has also broadened in message and relevance, with the struggle with air pollution being a key focus this year.The “Blue Sky” app is available in English and simplified Chinese. It is now downloadable through the AppStore and is compatible with iOS 6.1 and later.Source: Press release

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window