Insight
Ciel, Mexico’s bottled water brand had been pro-actively helping environmental causes. It produced a water bottle with 30% plastic as well as creating a crowd-funding site that sponsored environmental projects in Mexico. The brand wanted to take its message one step further to show Mexico that it understood the issues and inspired Mexico to embrace sustainability.
Mexico’s young adults believe they can change the world today, to have a better tomorrow but when it often takes sustainability projects many years to have effect, their efforts were easy to dismiss and their focus was easily shifted to other projects. Starcom MediaVest Group (SMG) knew they wanted instant gratification along with positive messaging and this provided the foundation of the campaign.
Strategy
The audience were drawn to the content through the interactive basis of the ‘Planeta de Ideas’ series. In today’s modern world, social media is the currency for youth and each episode enabled live audience interaction through their favorite social platform like Facebook or Twitter. The series ideas were discussed in real time and a fully dedicated blog was built where people discovered special eco-features and information on how to participate in sustainability causes. They were also invited to special events where celebrities gave talks on saving the planet. These features were an attractive pull for the target audience.
Execution
SMG created ‘Planeta de Ideas’ - a five-part TV series. The series was original and unique as it showed sustainability projects and the impact they would have, 25 years into the future. With the Discovery Network, it showed through dramatisation, the people behind each chosen project 25 years from now and the impact their current projects were having.
The content for the show was born straight from Ciel’s environmental crowd-funding site, ‘Transformadora’. The site was a place for people to promote their projects and the stories and passion that existed on the site would make compelling content.
Social media made the series interactive as people commented on projects and voted on the best ideas. The series generated conversation and new ideas were then put back into the crowd-funding site to start development. Thirty-one new projects in fact are now being co-paid for by Ciel to make Mexico a better place.
Results
The TV and web series were so successful that Ciel had to do an encore presentation on Televisa, which is almost unheard of.
Ciel increased the number of people actively participating by 73% with 2,930 people sharing their dreams and projects for a better world.
The fanpage engagement rate was up 153% and Ciel water experienced a sales increase of 10%. Overall, with 29.7 million impressions, SMG over-delivered on the campaign metrics by 57%.
Most importantly, 31 of the projects generated by this series are today a reality, transforming Mexico into a better place.