THE NODE POLE by Prime for Lulea Business Agency

THE NODE POLE

Pin to Collection
Add a note
Industry Business equipment & services, Environmental & Animal Issues
Media Promo & PR, Case study
Market Sweden
Agency Prime
Executive Creative Director Tom Beckman Prime
Art Director Fredrik Olsson
Copywriter Devi Brunson
Designer Simon Andersson, Paul Külhorn
Released October 2011

Credits & Description

Category: Environmental PR
Advertiser: LULEÅ BUSINESS AGENCY
Product/Service: CITY OF LULEÅ
Agency: PRIME
Chief Executive Officer/Key Account Manager: Markus Gustafsson (Prime)
Media Specialist: Hampus Knutsson (Prime)
Project Manager: Mattias Ström (Prime)
Copywriter: Devi Brunson (Prime)
Executive Creative Director: Tom Beckman (Prime)
Planner: Kerem Yazgan (Prime)
Media Specialist: Sakari Pitkänen (Prime)
Production Manager: Vanja Bajc (Prime)
Media Specialist: Claes Nyströmer (Prime)
Analyst: Markus Larsson (United Minds)
Production Manager: Tony Forsberg (Prime)
Graphic Designer: Viktor Waldås (Prime)
Art Director: Fredrik Olsson (Prime)
Junior Production Manager: Louise Sallander (Prime)
Designer: Paul Külhorn (Fellow Designers)
Account Manager: Tomas Elg (Oakwood Creative)
Designer: Simon Andersson (Oakood Creative)
Creative Technologist: Vincent Boiardt (Oakood Creative)
Media placement: Digital And Analogue Press Kit - Press Coverage In E.g. CNN/BBC/Financial Times/Wired/Discovery News/Le Monde/Global Times Of China/R - October 27th 2011
Media placement: Press Conference - Press Coverage In E.g. CNN/BBC/Financial Times/Wired/Discovery News/Le Monde/Global Times Of China/R - October 27th 2011
Media placement: Press Releases - Press Coverage In E.g. CNN/BBC/Financial Times/Wired/Discovery News/Le Monde/Global Times Of China/R - October 27th 2011
Media placement: Press Images/film: Rendering Of Data Center Construction - Press Coverage In E.g. CNN/BBC/Financial Times/Wired/Discovery News/Le Monde/Global Times Of China/R - October 27th 2011
Media placement: Infographics - Press Coverage In E.g. CNN/BBC/Financial Times/Wired/Discovery News/Le Monde/Global Times Of China/R - October 27th 2011
Media placement: Event: Ice Thumb Statue In Luleå Town Square - Press Coverage In E.g. CNN/BBC/Financial Times/Wired/Discovery News/Le Monde/Global Times Of China/R - October 27th 2011
Media placement: Facebook Page - Own Channel, No Placement Needed - October 27th 2011
Media placement: Twitter-Account - Own Channel, No Placement Needed - October 27th 2011
Media placement: Website - Own Channel, No Placement Needed - October 27th 2011

Summary of the Campaign

SITUATION:
When the City of Luleå in northern Sweden established a data centre site and Facebook was its first client, communications was a challenge.

CHALLENGE:
In 2007 research concludes that data centres will soon have a greater environmental impact than the aviation industry. But only nerds and locals were interested – data centres were small, local, bad news. And in 2010 Greenpeace challenges data industry to go green.

OBJECTIVE:
Awareness: Turn data centres from small, local, bad news into big, international, good news.
Attitude: Positive coverage on new data centre.
Behaviour: Key NGO-recognition.

STRATEGY:
Be proactive. Initiate global conversation about green data through one strong concept.

SOLUTION:
The Node Pole: A concept capturing the arctic green benefits of Luleå by the North Pole and that the region will become a node for data traffic.

EXECUTION:
PRE-LAUNCH:
Ambassadors: Secure key stakeholder/ambassador support.
Concept materials: Create conversation pieces about region e.g. films/infographics/press releases/images.

LAUNCH:
International coordinated launch: Global press conference held in Luleå.
War room: Editorial staff interacting in real time with news media and social media.
Social media/Own channels: The Node Pole Facebook-page/Twitter-handle/websitel. Message synch in own channels and in Facebook’s own channels.

POST-LAUNCH:
Events: E.g. ice 'like'-thumb put up in Luleå town square.

RESULTS:
Awareness:
• Global reach: +500,000,000
• 1500+ press clippings in 40+ countries
• The Node Pole data centre site in Sweden has 1,900% more search engine hits than main competitors in Finland.
Attitude: Positive coverage: 90+%
Behaviour: Greenpeace recognised the launch. Facebook/Greenpeace now partners in finding greener data solutions.

The Situation
World: Over the last 2 decades, humankind’s heritage has been translated from analogue to digital storage. In 2007, research concluded that data centres would have a greater environmental impact than the aviation industry. But only nerds and locals were interested – data centres were small, local, bad news. In 2010, Greenpeace challenged the data industry to go green.

Client: When the City of Luleå, Sweden, established a data centre site and Facebook was its first client, communications was challenging. Luleå Business Agency, an organisation promoting Luleå’s business opportunities had a mission: Turn small, local, bad news into big, international, good news.

The Goal
AWARENESS: Turn data centres from small, local, bad news into big, international, good news.

ATTITUDE: Positive coverage on Facebook’s new data centre.

BEHAVIOUR: Key NGO-recognition.

The Strategy

The strategy was to be proactive and turn the risk of negative publicity into a possibility. By daring to communicate the data centre site loudly, the City of Luleå initiated a global conversation about green data and the environment. The strategic key to ignite the conversation was to make the difficult and technical matter understandable through 1 single strong concept.

SOLUTION:
The Node Pole: a concept which captures the arctic green benefits of the Luleå region, which lies near the Arctic Circle and the North Pole, and that the region will become a node for global data centre traffic.

Execution
PRE-LAUNCH:
Ambassadors: Secure support with key stakeholders within industry/NGO:s/local community/Government, e.g. the Swedish Minister of Enterprise.
Concept creation: Create materials and conversation pieces based on collected information about The Node Pole region, such as films and infographics, to secure media messages for stakeholders in the project.

LAUNCH:
International coordinated launch: Global press conference held in Luleå with key representatives from Facebook/Mayor of Luleå/Minister of Enterprise.
War room: Editorial staff interacting in real time with news media and social media globally.
Social media/Own channels: Tailored The Node Pole Facebook Page, Twitter-handle, website. Message synch in all own channels, from city home page to Luleå University of Technology.
Client cooperation: Message in Facebook’s own channels about launch e.g. tailored Luleå data centre Facebook Page.

POST-LAUNCH:
Events: E.g. ice 'like'-thumb statue put up in Luleå town square; seminars on subject for additional press.

Documented Results
The Node Pole’s green news reached people around the world. The local community welcomed the data centre site, Facebook users now know that their data will be greener; Facebook was pleased that they received positive coverage; and the City of Luleå has established The Node Pole as a “perfect place” (BBC) for data centres.

AWARENESS:
• Global reach: 500,000,000+
• 1,500+ press clippings in key segments (news/tech/green/business/local) and key media (e.g. CNN/BBC/Financial Times/Discovery News/Data Center Knowledge/Wired)
• The Node Pole data centre site in Sweden has 1,900% more search engine hits than a main competitor’s data centre site in Finland.
• Mark Zuckerberg himself recognised the launch by sharing our press images on his Facebook Page, generating half a million 'likes' and well over 20,000 shares.

ATTITUDE:
Positive coverage: 90+%

BEHAVIOUR:
Greenpeace recognised the launch. Facebook/Greenpeace are now partners in finding greener data solutions.
(Source: United Minds)