Once Fairfax was secured as a partner the campaign unfolded in four key phases:1. Launch of the '60' brand identity: media/PR event to generate awareness of this unknown property.2. Creation of intrigue: 'Teaser' TV 15", press, poster, and on-line activities.3. Community call-to-action: 30" TV, outdoor, Radio, Press, PR, SMS, POS, celebrity endorsement, corporate endorsement, government endorsement, on-the-street marketing, promotions and online activity4. Earth Hour – Sydney-siders held their own events and gathered in the city to watch the lights go down while Sydney was broadcast to the world via international news.

It worked.

97% of Sydney-siders were aware of Earth Hour.

Over half of Sydney inhabitants participated in some form. The CBD cut energy consumption by 10.2% (expected 5%), the equivalent of taking 48,000 cars off the road for one hour. 2.2 million people in Sydney switched off their lights.

Global PR coverage - Earth Hour captured the world's attention and the story was covered in over 40 countries. In fact, other countries have already expressed interest in hosting their own Earth Hour in 2008.