Copenhagen and Canada's Climate Crime

Using a highly-targeted,  integrated online and mobile ad strategy -- and working closely with Google -- MSC launched a revolutionary campaign to reach delegation audiences at the United Nations Climate Conference in Copenhagen, Denmark as well as decision makers in Ottawa, Washington DC, New York, Toronto, and other major North American cities. 

The campaign aimed to educate global opinion leaders about the devastation to the world’s climate and Canada’s environment of oil sands mining in Alberta. The climate conference in Copenhagen provided a unique opportunity to target opinion leaders phones and laptops.  In order to attract attention to such an important environmental issue at such a critical time, we created three different flights of banner and text ads.

MSC multi-layered targeting approach to delivered flash, banner, and text ads that generated unprecedented click throughs on both continents, driving online and mobile traffic to the dirtyoilsands.org website. The campaign’s click through rate was ten times the average performance of ads placed on the Google’s advertising network, demonstrating the effectiveness of the creative and targeting.