Hopenhagen Goes Mobile to Drive Awareness for Climate Change

Hopenhagen is a global marketing and communications initiative created by Ogilvy & Mather on behalf of the International Advertising Association.  The mission is simple—drive support for climate change at December’s United Nations Climate Change Conference in Copenhagen.   Through the support of the IAA and a coalition of the world’s leading advertising, marketing and media agencies, Hopenhagen will become an empowering platform, giving voice to global citizens in the climate change dialogue and helping voice their opinions to the leaders from 192 countries attending the conference.  The outcome of the new international global climate treaty has garnered public concern due to the U.S.’s refusal to sign the Kyoto Protocol in 2005.

The Hopenhagen campaign urges citizens of the world to visit the Hopenhagen.org website, sign a petition demanding their leaders support climate change, and share their messages of hope through social media applications. As a campaign using social media to connect the people of the world with their leaders, mobile is an important element of this outreach.

“We chose Millennial Media for their unique ability to target both a wide ranging audience and to target young adults and healthy living specifically.  Their vast array of mobile tools and solutions, including their PSP inventory, attracted us to them.  We are certain Millennial Media will expand the Hopenhagen movement and empower grassroots movements,” said Seth Farbman, Managing Director of OgilvyEarth, Ogilvy & Mather’s global sustainability effort.

According to Nielsen, there are more than 63M mobile web users in the U.S.  These sixty-three million people use their mobile devices to find information, browse social media sites, download applications, play games, and more.  Advertisers who want to reach a consumer, in a personal and uncluttered environment, choose to reach out via mobile.  Ogilvy selected Millennial Media to deliver the mobile portion of their campaign, attracted to a mobile ad network that reaches about 80% of these 63M users.  Through December 7^th, Millennial Media will help Ogilvy drive awareness for the Hopenhagen petition.

“We are honored Ogilvy & Mather has chosen us to support the mobile component of the Hopenhagen campaign.  Both companies have a strong background in supporting their communities.  This project allows Ogilvy and Millennial Media to combine our strengths for a great cause,” said Erin (Mack) McKelvey, Vice President of Marketing, Millennial Media. “Cause-based mobile advertising is on the rise, similar to brand advertising, it drives significant campaign awareness and consumer engagement.”

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