The
proposition for this work is 'Get your business into shape with a Carbon
Trust consultancy.' The 30 second spot which we mocked up as an animatic
shows our whole positioning and message. Business decision makers will react
to a message about their bottom line i.e. becoming aware of the money they
were actually losing. This led us to the holding thought of WASTE. The brief
is simply about the decision to act or not to act. We tried to dramatise
the issues on a micro level as well as a macro level - thermostats versus
chimney stacks.
We
also created a presenter in Bernard Hill, the face of the Carbon Trust who
represents the consultant and helps synergise the campaign across different
media. Bernard Hill is someone who is authorative and reflects the target
audience. By using the Ian Dury track 'What a Waste' we think we've created
a memorable hook which may crossover from a B2B communication to a wider
cultural reference point.
The online campaign points to this landing page microsite that intends to
convert leads with it's proposed hierarchy of content:
1) Apply for a survey
2) Tell a colleague
3) Quick apply
4) Download and distribute PDFs
5) Energy tips virtual tour
6) Watch the commercial
7) Long term emissions reduction.
The
online advertising can replicate the ATL story by placing you, the audience,
at the centre of the action with a L Rec double placement and an overlay
of smoke that reacts to the position of your cursor.
i.e. The closer you move towards the banners, the smoke disappears and vica-versa.
You are in control but if you choose to do nothing, your content will be
obscured. What a waste.
Other
placements which work in the same way as the smoke stack banners but are
not obtrusive are traditional banners with cityscapes at night. The lights
are turned on or off by cursor movement towards or away from the banner.
Other
placements to supplement the campaign are expandable cost calculators to
see how much money the Carbon Trust would save your company.
Business
decision makers can be busy, time-poor people so this execution covers those
individuals off. The expandable allows the user to quickly apply without
even leaving the website they are currently on.
On
campaign launch an email will be sent to the Carbon Trust database and a
prospects database.
The message is efficient and begins the journey towards the campaign landing
page microsite.
Another
part of the launch comms strategy is for the Carbon Trust to sponsor a carbon
emissions focussed FT newsletter with a click thru to campaign landing page
microsite.
A
third of the real estate of the Carbon Trust website homepage will point
visitors towards the campaign landing page microsite.
In
the short term it would make sense to run a campaign to start the carbon
conversation within the target audience of business decision makers, allowing
them to get together at breakfast meetings organised through a website.
This would enable bosses to find out who the Carbon Trust are, what responsibilities
they have in the longer term and what business opportunties there are in
a low carbon economy.
This online campaign using the combination of a traditional skyscraper placement
with an overlay presents the conversations inside a mnemonic speech bubble
that would be used as device throughout the customer journey.
The
microsite would use the mnemonic speech bubble in it's look and feel to
present various pages of information which would always encourage the target
audience to sign up for a breakfast summit.
A
major part of the experience is to calculate your businesses' carbon footprint
on a single session.
Eventually
businesses may want to publicise their carbon footprint on a sky map over
each city within the UK, all held on the Carbon Trust main website.
In
the longer term an online facility could be created to help businesses on
the sometimes long journey to become carbon neutral. Each business could
create a carbon reduction account and begin creating a group from selected
colleagues who will share responsibility of creating and executing milestones.
The facility will provide a dedicated CT Consultant, a documentation center
and a bulletin board for all members of the group.
