Ogilvy & Mather

"2ergo helped the millions of citizens of Hopenhagen participate in the landmark international movement via their mobile phones."

Seth Farbman, President of OgilvyEarth, Ogilvy & Mather’s Global Sustainability Practice 

The Challenge

To create a global community to 'lead our leaders' into making the right decisions at the crucial 2009 UN Climate Change Conference, a high impact, global marketing and communications initiative was created to raise awareness of and involvement in climate change issues, and send a strong message to the conference delegates responsible for ratifying a new global climate change treaty.

Created by Ogilvy & Mather on behalf of the International Advertising Association, the campaign demanded the time and expertise of more than 90 companies to bring the 'Hopenhagen' initiative to life. To maximize momentum and global reach, a powerful social media and mobile campaign was needed to unite and inspire participation by engaging the most popular channels of communication.

Alongside a highly creative element, the hub for the campaign was the Hopenhagen website. Pivotal to the website and the impact of the campaign, an interactive mobile site was identified as the most effective way to mobilize the citizens of the world and allow them to learn more about the initiative, sign a petition and expand the movement with friends worldwide.

The Solution

Recognizing the tremendous role that communications would play leading up to and during the conference, 2ergo partnered with Ogilvy & Mather and donated its industry leading mobile services and big brand, global expertise to take the campaign mobile and amplify its reach. 2ergo created the Hopenhagen mobile website at http://m.hopenhagen.org to allow users to sign the Hopenhagen petition, learn more about the climate change conference, read related news and easily spread the word through Facebook and Twitter.

2ergo's mSite improved the experience for the vast number of people accessing the internet from their mobile phones and ensured an engaging user experience regardless of the device used to access the site. 2ergo also included mobile detection code to automatically redirect users visiting the URL from a mobile phone to the mobile site, ensuring that the display would change to suit various handset capabilities.

The Results

The critical mobile channel created an engaging conduit for a movement that connected millions of people around the world to influence their world leaders.

2ergo's work for Hopenhagen has pushed the cause into the pockets of the world and increased the worldwide access and availability of the petition. The optimized user experience made it possible to engage every user across the globe, irrespective of the mobile phone type they were using.