11.7.09

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Nokia:::The Power of We



Nokia is used to connecting people from far flung corners of the globe, but it wanted to take this relationship a step further, to unite those people behind a global cause. Problems such as global warming are of such magnitude it can often seem beyond our abilities as individuals to have an impact.

‘The Power of We’ aimed to create a cohesive environmental approach not only for Nokia’s 5,000 strong workforce but for its billion customers worldwide. It puts forward the idea that problems seemingly insurmountable to us as individuals can be overcome if we work together.

Initially implemented back in 2007, the first step was to unite Nokia’s 60 international offices that had until then been operating as disparate entities on the environmental front. The target was to inform at minimum 50% of Nokia’s global workforce of its environmental vision, and sign-up a minimum of 1,000 people as active champions of sustainability. Only when this target had been achieved did Nokia begin targeting its billion-strong customer base.

A variety of channels and tactics including screensavers, laptop and furniture stickers, animations, videos, installations, events and multimedia messages sent to phones were used to spread the message and encourage involvement. Longer term initiatives such as the we:reward and the we:champion scheme recognised those who made positive changes in their work or led by example on the environmental front.

In order to avoid overloading employees and consumers with eco message much of the creative unfolded through quarterly themes, around which events and content are introduced incrementally. Recycling, excessive flying and energy awareness were all dealt with using interactive events, humour and digital content.

The Power of We has so far proved very successful. Internal awareness is at 75% and event participation at 20%. Over 1200 we:champions have signed up in 25 countries. In addition, employees have made over 4000 pledges through we:reward. Recycling events proved particularly popular, and increased rates by 600%.


BRAND:Nokia

BRAND OWNER:Nokia

CATEGORY:Telecoms/ Mobile

REGION:Global

DATE:Jan 2007

AGENCY:Naked

MEDIA CHANNEL

EventsMobile or InternetPressAmbientResearchPR
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Clorox bleaches bad publicity


As the company responsible for inventing and marketing bleach, Clorox found itself facing the brunt of environmental campaigners' anger. For its new product, Green Works Natural Cleaner, to be successful, it would have to convince those same campaigners of its environmental credentials.

Green Works Natural Cleaner is 99% plant based giving Clorox the idea to reverse out a mural of plants and trees. It called on the services of Paul ‘Moose’ Curtis, a pioneer of the art form known as clean tagging, to design a mural. The 140 foot wall of San Francisco’s Broadway Tunnel, chosen because it is a high-traffic, dirty location, became Curtis’ canvas.

Award-winning documentary maker Doug Pray was commissioned to shoot a short film around the creation of the mural. Initially screened on YouTube to gain maximum exposure, a dedicated website was set up to show the documentary and give the public a behind the scenes look at the campaign.

In its first week, the documentary became YouTube’s number 1 featured video, receiving over 500,000 views. Overall, the campaign generated a media value of $2.1 Million and resulted in 7.5 Million media impressions, turning a negative perception of Clorox into a positive one. Within 6 months, Green Works had become the number 1 selling product in the natural cleaning category.



BRAND :Clorox

BRAND OWNER ;The Clorox Company

CATEGORY :Household Goods

REGION :USA

DATE :Apr 2008 - May 2008

Agency: DDB

MEDIA CHANNEL

Mobile or InternetAmbientPR

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Coca Cola:::Big reminder to recycle


Coke wanted to remind the public of the benefits of recycling – that it is 20 times more efficient to recycle a can than to produce one from scratch and produces 20 times less CO2.

Coke commissioned artist Robert Bradford to create a 50-metre sculpture made solely out of recycled aluminium cans. Dubbed ‘Precious Metal’, the sculpture was unveiled at its location on the Sussex Coastline to mark the start of Recycle Week (22 -28th June).

It took over a week to complete and is 50 metres in length.

The finished structure, a recreation of a classic 1949 Coke billboard of a bikini-clad woman relaxing in the sun, is the world’s biggest recycled artwork. Bradford led a team of artists on the project that can only be fully viewed from the air.

For the campaign Coke teamed up with the Waste and Resource Action Programme (WRAP). Together they have installed 20 active Recycle Zones, designed to make it easier to recycle bottles and cans when out and about, around the UK. A further 60 are planned for 2011.


BRAND:Coca Cola

BRAND OWNER:The Coca Cola Co.

CATEGORY:Drinks (non-alcoholic)

REGION:UK

DATE:Jun 2009

Agency:Exposure

MEDIA CHANNEL

Media FirstsOut of HomeAmbientPR
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