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Ala Sustainable Campaign

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Insight

Environmental care needs to be a theme all people should be concerned about. Year after year, pollution increases and environmental care does not seem to be taken into account.

In just 150 years the current climate change is on track to double the amount of CO2 in the atmosphere. The cause of such acceleration is none other than the human being responsible for raising CO2 levels from 280 ppm (parts per million) to 405 ppm by 2016.

Argentina is not far behind: the country is having an important energy crisis. The increase in demand and the construction of new buildings put the energy grid to the test. The extra demand in the last eight years is equivalent to about 3,000 megawatts. That is more than what the hydroelectric dam Yacyretá produces, one of the main suppliers of electric energy that has Argentina. While in 2004 there were an average of 2.6 cuts in the electrical system, which lasted an average of 4.3 hours, 12 years later there were eight blackouts, which lasted an average 19.5 hours.

Many brands were carrying out awareness about environmental care. Ala was no exception, but agency Initiative wanted to do It in a different way.

Washing clothes is one of the most expensive household care activities in terms of its environmental impact; it consumes 5% of household energy and consumes 10% of a household water usage. Laundry machines need from 500 to 2.500 Watts to perform against a fridge that needs 200-250 watts. They need between 38 and 91 litres of water (depending on the size of the machine).

So last year Ala developed a new product that would meet these two parent issues. The brand launched “Ala Multiacción con poder acelerador”, a product that removes the toughest stains in short wash cycles and saves 60% energy in the washes. This new product allows parents not only to save time, but also energy to care for the environment.

Strategy

The campaign needed to be coherent with the Brand promise. Moving from storytelling to story doing. And that’s how the first sustainable advertising campaign was born. Saving energy was the strategic pillar to build a multimedia campaign; so that the campaign would save energy, as the product.

The message of the campaign invited people to take on sustainable habits such as saving water and energy using short wash cycles to reduce the environmental impact. But this isn’t news. What was new was that every asset of the communication saved energy itself.

When thinking about the most optimum touchpoints for this communication, the agency identified the opportunity to use traditional media to do something different, something creative, disruptive and at the same time coherent with the message that the brand wanted to give. That is why it used touchpoints and formats in a way that keeps the logic of the message of sustainability in its very execution.

It focused on those that gave high levels of reach because it wanted to generate strong awareness (for instance TV is watched by 93% of the target and OOH has 83% exposition).

But also, the agency used the touchpoints in a sustainable way, consuming less energy in the production and implementation stages. That was the way it thought everything could be not only related, but integrated, making sense and emphasising the brand message.

Execution

The TV ad was fitted to only 40% of the TV Screen, the other 60% of the screen was blacked out consuming less electricity than coloured pixel (sustainable TRPS!). Also the TV commercial was produced from the very beginning in order to save energy: Recorded with cell phones consuming less than a traditional camera. Using sunlight only. No lamps. It had acoustic and live soundtrack. No plugs, speakers, or recording studios.

The agency chose among all the OOH formats, those that allowed it to become true to the brand promise: backlight ads. It could save energy from the ads! Turning on only 40% of the ad lights it saved 60% of the energy required of any other classic backlight. Allowing it not only to communicate the message effectively but also providing media coverage in big cities.

The print ad was resolved by a creative design using only half of the ink required for a regular print ad. The agency communicated in Sunday magazines and newspapers, choosing titles related to sustainability and environmental themes.

Through digital programmatic it segmented audience by interests in sustainability and environment.

Results

The media strategy showed with facts the brand promise. By saving energy with the media touchpoints and formats, it raised awareness on saving water and energy: 40% resources used / 60% energy saved.

The multimedia reach was approximately two million people.

In Facebook it reached four million users, 50% of its target.

The agency segmented the campaign by interests, gaining relevance among those interested in ecology and sustainability.

The video asset reached one million views.

The Visualization rate achieved 32% vs. a 20% benchmark.

On Twitter it had three million impressions reaching 480,000 people.

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Brand:
Ala
Brand Owner:
Unilever
Category:
FMCG
Region:
Argentina
date:
June - July 2016
Agency:
Initiative
Media Channel:
Integrated,Online,Out-of-Home,Print,TV
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