Algorand is one of the first sustainable/green blockchains. Their mission is to lead global trust through decentralization with simple design that drives adoption by billions with elegant technology that eliminates the barrier to prosperity for all.
THE PROBLEM/CHALLENGE/TENSION
To help create this perception shift and elevate Algorand into its rightful place as the premier carbon-negative blockchain, we took over and temporarily ‘shut down’ some of the world’s most visible real estate—Times Square in New York City.
GOAL WAS TO MOVE PERCEPTION FROM: Shift the public’s perspective to recognize Algorand as the premier carbon-negative blockchain that maintains decentralization without compromising innovation or the environment.
THE AUDIENCE
To further educate wider audiences on Algorand’s benefits, a targeted amplification plan was also deployed to blanket one of the most high-traffic areas in the world
Engage with audiences through thoughtful tactics that establish Algorand as the greenest blockchain, leading the path for sustainability with next generation technology
THE INSIGHT
We knew that Earth Day is an internationally celebrated holiday to cherish the planet we call home. For a cause that requires full attention, we needed to work on a grand scale that would respect the importance of this shared responsibility. In order to achieve success, we took over the entirety of Times Square and surrounding area. The scale created a huge splash that stirred online conversation and brought the issue of energy usage to the forefront.
THE IDEA
To convey the message that Alogrand’s focus on environmentalism on Earth Day 2022, we shut down the billboards in one of the world’s most famous advertising hot spots—NYC Times Square.
We used Times Square as the medium for the message to join Algorand in disconnecting and appreciating the Earth around us by shutting down the billboards and bringing awareness to energy usage.
THE RESULTS
47 TSQ screens working in unison
40M+ impressions
684.500.788 total potential audience
Total social reach exceeded 16 billion in April With a daily social reach of 1 billion per day between April 20–22
71% increase in mentions of the brand from April 17–22 (7k to 12k, daily mentions)
Social sentiment reached 33% positive in April Compared to ~20% in Jan, Feb, Mar
