INFLUENCING THE INFLUENCERS for Carbon Trust

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INFLUENCING THE INFLUENCERS

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United Kingdom
Released September 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: CARBON TRUST
Product/Service: CARBON REDUCTION CAMPAIGN
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: UM, London, UNITED KINGDOM
Entry URL: http://www.telegraph.co.uk/sponsored/business/workingforchange/
Press Account Director: Nick Heales (UM London)
Head of Press: Eve Samuel-Camps (UM London)
Media placement: Newspaper interviews - 20 - Telegraph Media Group - September 2009
Media placement: Online interviews - 20 - Telegraph Media Group - September 2009
Media placement: Online Video Interviews - 20 - Telegraph Media Group - September 2009
Media placement: Magazine interviews - 20 - Telegraph Media Group - September 2009
Media placement: Newspaper adverts - 50 - Telegraph Media Group - September 2009
Media placement: Online adverts - hundreds - Telegraph Media Group - September 2009
Media placement: i-phone application - 1 - Telegraph Media Group - September 2009
Media placement: Events - 5 - Telegraph Media Group - September 2009

Results and Effectiveness
We successfully influenced 3 million business influencers... ‘Campaigners’ included FTSE 100 CEOs from Barclays, Cadbury’s, Sainsbury’s, Centrica, Aviva, Shell, BAA, NM Rothschild, Lloyds of London & National Grid . Newspaper interviews fuelled thousands of microsite visits for 3+ minutes; 37,000 CEO video views; 24,000 mobile messages downloads & thousands of blog conversations. Leading CEOs contacted Telegraph Media Group directly, asking to campaign on our behalf! 500 business influencers attended campaign breakfasts. Editorial recall reached 27%; campaign attribution was 35%; recognition of campaign influence hit 55%! £1m is saved every day from carbon-reduction measures.

Creative Execution
Working for Change recruited top FTSE 100 executives, genuine thought leaders, and used them to spearhead our carbon reduction campaign. Never before have so many business leaders rallied around one agenda, within one media owner. We blurred the boundaries between business editorial and paid advertising & created content businesses couldn’t ignore! Never before had the Telegraph Business editor allowed his pages to be used in such a cause-related way. We ran full-page interviews with leading CEOs revealing their own strategies and personal commitment to carbon reduction; a dedicated microsite with bespoke editorial, CEO video interviews & mobile news; iPhone applications; leading business bloggers added further fuel; advertising in the Business pages; and a special supplement appeared in The Spectator Magazine. We also went direct to businesses. The Telegraph Business Editor hosted breakfasts nationwide with specially invited guests. ‘Campaigning CEOs’ appeared before their peers to drive the carbon reduction message.

Insights, Strategy & the Idea
The Carbon Trust was set up to help UK businesses reduce carbon emissions. In 2009 the global economic crisis was diverting attention away from low-carbon strategies and this was backed up by an Economist report showing 67% of large businesses believed climate change had fallen down the boardroom agenda. Our challenge was to put it back on the agenda! Business decision-makers are advertising sceptics. However, they do pay attention to editorial voices, in particular, the opinions of peers. They also value newspapers and their digital brand extensions as part of their daily information diet. Our strategy centred on working with the UK business community to campaign for change. Using the UK’s most business-influential newspaper brand, Telegraph Media Group, we created Working for Change – the first ever editorial-led campaign to encourage leading UK business figures to host, lead the debate and actively engage their peers on carbon reduction.