Company: Noguchi & Peters Ltd.
Company Description: Established in 1996 in Hungary by PR professionals, we are one of the market leaders among over 200 consultancies. We are also a network member of the Porter Novelli group, since 2004. Our main fields of expertise are corporate communications, PA and consumer/brand PR with a deep understanding of strategic planning, media relations, crisis & issues management, digital & social media.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Low Budget (Under $10,000 / € 8,500)
 Nomination Title: How many swallows make a summer? - Phone cases from a bird's-eye view
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
March 2021
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 247 words used.
The Hungarian Ornithological and Nature Conservation Society's (MME) "Bird of the Year" campaign aims to raise awareness of vulnerable species and groups of birds. The domestic population of the 2021-winning European stonechat has been halved in the last twenty years as a result of the industrial agriculture transforming their natural habitat and the disappearance of weedy, bushy areas due to agricultural production. To stop the population reduction, we need the support of the public: we can make individual purchase choices to ensure that sustainable agriculture not only aim to satisfy consumer needs but also provide a safe habitat for plants and animals.
Yettel, inspired by the MME programme has teamed up with conservationists and Cellect Hungary, an eco-friendly phone case distributor, to raise awareness of the problem affecting birds. The aim was to reach and educate as wide an audience as possible with an awareness-raising, environmentally friendly product.
The 2021 Bird of the Year, the European stonechat, needs to be protected by raising public awareness and education. In a joint campaign by Yettel, MME and Cellect, we were looking for an attractive and trendy, but also eco-friendly tool to achieve this.
The first step was the design by Panni Czikkely, an artist known for her unique artwork, who drew the European stonechat, which Cellect printed on 100% biodegradable, plant-based phone cases. In addition to being biodegradable, the plant-based cases promote the protection of the domestic environment and birds, as well as raising awareness of native bird species.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
The limited-edition collection was available on Yettel's webshop, where we also educated people about the threats faced by European stonechats. For every phone case purchased, HUF 500 was donated to MME's Bird of the Year programme.
In the second phase of the campaign, we focused on barn swallows and house martins, whose domestic population declined by 60% by 2020. To reverse this trend, it is fundamental to protect nesting sites - and to do this, it is essential to educate the public.
We launched an open competition for the design of telephone cases portraying barn swallows and house martins. Entries could be uploaded on Yettel's microsite, where we shared useful information about the birds, the issues affecting their population and the ways people can help. The entries were judged by Panni Czikkely and the experts of the partnership. The best entries were used to create a new limited-edition collection to promote swallow protection.
In addition to announcements about the “Bird of the Year” and "A swallow does not make a summer" campaigns, we sent custom cases to fashion and lifestyle magazines that do not focus typically on environmental issues. In addition, we educated the visitors of the webshop about the European stonechat and the possibilities of helping them.
Panni Czikkely also shared the process of creating the Bird of the Year graphic on her Instagram page in a time-lapse video. The organisations and the creator actively communicated about the initiative on their own social media platforms.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 248 words used.
Our aim was to make people aware of the problems faced by European stonechats, barn swallows and house martins, and to encourage them to support our cause.
- The goal was to reach at least 15 mediums
- For the "A swallow does not make a summer" competition, we expected to receive at least 100 entries.
- On social media platforms, we planned to reach at least 500,000 people.
The campaign was an outstanding success: The proactive press releases resulted in a total of 95 publications, and the story was featured on the morning show of the most popular commercial television channels and the most visited online media platforms. The publications reached nearly 12 million people (OTS) in a country of 10 million people.
Yettel's social media posts reached more than 440 000 people. MME's posts for the campaign have been liked by more than 1,500 people and shared by over 200, while Panni Czikkely's content has reached more than 65,000 people.
A total of 634 entries were received for the competition, which far exceeded preliminary expectations. For the Bird of the Year campaign, Yettel only offered 10 different phone cases, but due to the great interest in the cases, 20 different types of phone cases were available in the autumn of 2021. The environmentally friendly phone cases featuring the Bird of the Year and the winning barn swallows are still available on the Yettel website, raising awareness of the problems affecting birds and how to solve them.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 18 words used.
There is some additional information about the campaign in the uploaded pdf document. We also attached some illustrations.
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