Q. Most effective use of eco / green marketing

The Shortlist
CAMPAIGN
Save our Tigers
AGENCY
Dentsu Communications
CLIENT
Aircel, India
BRAND
Aircel
OBJECTIVES

Mobile provider Aircel needed to differentiate itself as it went nationwide. It sought a strategy that would grab the attention of the population and increase 'intention to purchase'.

STRATEGY

With a market share much smaller than established rivals and a modest budget, Aircel needed to take a strategic approach that would differentiate the brand and mark its presence in its new markets. It decided to highlight the plight of the Indian tiger, whose numbers are down to just 1,411, according to the latest census. The key was to find out how to make people connect with the issue. The campaign told the story of Stripey, a tiger cub left alone in a forest, which struck an immediate emotional chord with the audience, research showed. It won the active support of celebrities like Bollywood superstar Amitabh Bachchan and national cricket captain MS Dhoni. The campaign made extensive use of SMS and a dedicated website, and was further bolstered by a partnership with a TV network to create live non-stop programming on the issue for 24 hours.

RESULT

By October 234,000 Indians had pledged their support for the cause. 'Save Our Tigers' forged a bond with consumers, while increasing the willingness to choose an Aircel connection to as high as 75 percent.

DETAILS

 

 

CAMPAIGN
Lobbying the Lobbyists
AGENCY
JWT Thailand
CLIENT
Freeland Foundation
BRAND
Freeland
OBJECTIVES

"Freeland", an international anti-trafficking organization, rebranded and relaunched itself on a tiny budget with the aim of reaching sponsors, the public and enforcement agencies.

STRATEGY

"Freeland" is a Thailand-based NGO committed to combating harm to the forest, wildlife and ultimately humankind. As a small NGO its biggest issue, along with preventing trafficking, is having enough funds to support its work. Its campaigns have to be seen to be effective to the extent that major sponsors - USAID, business and media join the effort and commit to future funding - as well reach out to anti-trafficking enforcement bodies. The solution first rebranded the organization as "Freeland", based on the idea that people can never be free if they enslave or mistreat the world, its animals or plants. The core idea was for people to realise that they are "The Extra Piece" in the whole ecological picture. This "piece" idea was extended to collaterals such as T-Shirts to raise awareness.

RESULT

USAid committed to the campaign for a further five years and featured the organization in its magazine which goes to every all US missions worldwide. NGO measure of success, known as the "KAP" Barometer, rated the campaign as 125, one of the most positive shifts recorded. Singapore and the Philippines have adopted the campaign. Laos, Vietnam and China are preparing to roll it out.

DETAILS

 

 

 

CAMPAIGN
Use Mobile Save Paper
AGENCY
Mindshare India
CLIENT
Idea Cellular
BRAND
Idea
OBJECTIVES

Idea Cellular, one of India’s three biggest mobile operators, converted consumer concern for the environment into a campaign theme via a mobile app that enabled users to save paper.

RESULT

The application was downloaded and used by 300,000 consumers in its first month. It recorded the highest-ever awareness achieved by Idea Cellular during a theme-based campaign. With 300,000 people using the app at least once, and the average size of a coffee shop receipt 32 cm sq, some 10 million sq cm, or more than 25,000 A4 sheets, was saved.

CAMPAIGN
Siemens Ecovatives
AGENCY
RK SWAMY Media Group
CLIENT
Siemen, India
BRAND
Siemens
OBJECTIVES

For various reasons, Siemens’ brand ranking in India had fallen in recent years. The major objective was to re-establish it as a thought leader in technology through its lead role in Ecovatives, an environmental awards programme.

STRATEGY

Siemens partnered with IBNLive.com to create the Ecovatives Awards, which recognize small enterprises for original, environmentally-friendly initiatives. The premise of the awards is that sustainability means following ecologically sound practices, not as occasional feel-good projects, but built into their operations. The challenge was to communicate this to the target audience and in a way that underscored Siemens’ ability to enable its customers. Siemens’ strategy was to engage its core sectors - healthcare, energy and industry - about their green business practices, rather than making claims about its own. The awards offer a platform for companies who otherwise do not get the chance to demonstrate their environmental credentials.

The awards were mostly conducted via digital, because of its interactive nature and ability to target contacts, but it also encompassed television, print and on-ground activity.

RESULT

More than 200 companies participated, and the event helped Siemens to interact with more than 400 representatives of various companies.

Other outcomes:

  • 238 registrations & nomination form downloads on the microsite
  • 53,579 page views for microsite
  • 22,291 unique visitors on microsite
  • 28.4 million impressions delivered across five portals
  • CTR of 0.48% (industry standard 0.20%)

Siemens Ecovatives will be continued as an annual initiative.

DETAILS

 

 

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