Hopenhagen climate change campaign adds mobile to marketing mix

By Giselle Tsirulnik

November 12, 2009

Sign the petition

“Hopenhagen,” a marketing initiative by Ogilvy & Mather on behalf of the International Advertising Association to support climate change at December’s United Nations Climate Change Conference in Copenhagen, has added mobile to its marketing mix.

The campaign urges citizens of the world to visit http://Hopenhagen.org, sign a petition demanding their leaders support climate change and share their messages of hope through social media applications. Millennial Media has been selected to drive reach and awareness to the Hopenhagen campaign to mobile Internet users throughout the United States. 

“According to Nielsen, there are more than 63 million mobile Web users in the U.S,” said Mack McKelvey, vice president of marketing at Millennial Media, Baltimore. “That's 63 million people who use their mobile phones to find information, browse their social media sites, download applications, play games and etcetera. 

“Advertisers who want to reach a consumer, in a personal and uncluttered environment, choose to reach out via mobile,” she said.

Millennial Media, a mobile advertising network in the U.S., will deliver 10,000,000 impressions from Nov. 7 through Dec. 7 in support of the campaign.

The Hopenhagen movement, overseen by the International Advertising Association in conjunction with Ogilvy & Mather, represents support for the United Nations, which calls for a climate treaty that is “ambitious, fair and effective in reducing emissions.” 

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. refusal to sign the Kyoto Protocol in 2005.

“Ogilvy selected Millennial Media to deliver the mobile portion of the campaign, as our mobile ad network reaches about 80 percent of these users,” Ms. McKelvey said. “Millennial Media will engage consumers and drive awareness for the Hopenhagen petition via targeted mobile advertising."