Title
EcoYouth
Client
UMW Toyota Motor
Product/Service
Corporate Social Responsibility Programme
Internet URL
http://www.workdoneby.us/ecoyouth
Creative Director
Chin Weng Keong
Art Director
Wong Hean Meng
Copywriter
Kuah Joo Khai
Web Designer/Multimedia Designer
Wong Hean Meng
Programmer
Karen Wong, Yeo Chin Ling
Client Service
Karen Koay, Syamsiah Yassin
Size/Duration of Ad
10 months
Rational
Toyota EcoYouth is a conservation-based nationwide competition for students. Previously, online initiatives were limited to the announcement of winners and a summary of each team's projects. This year, Toyota Malaysia wants to engage teens who are not competing, to increase their interest level and environmental awareness. We turned the competition into an Internet reality programme by letting teams blog about their progress.
Teens reading the blogs got to know team members better, posted messages of support, shared opinions and learned more about conservation than they would have from a wordy year-end report. Visitors could also participate in an online hunt designed to educate participants about conservation and download digital badges of support for EcoYouth. The EcoYouth site had 19 545 visits (14 065 unique) HALFWAY through the competition. This is almost double the number of visits to the site throughout the entire competition the previous year.
