Greenlam Asia Pacific Promo, Case study GREENLAM WOODPECKER by Grey Singapore

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GREENLAM WOODPECKER

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Industry Household maintenance & pet products, Wall & Floor Coverings
Media Promo & PR, Case study
Market Singapore
Agency Grey Singapore
Copywriter Joseph Cheong
Producer Bobby Koh
Photographer Harpi Sim
Typographer Jason Ang Sheng Jin
Illustrator Christopher Wong
Editor Bobby Aguila
Released April 2012

Credits & Description

Category: Environmental PR
Advertiser: GREENLAM ASIA PACIFIC
Product/Service: ECO FRIENDLY LAMINATES
Agency: GREY GROUP SINGAPORE
Chief Creative Officer/Executive Creative Director: Ali Shabaz (Grey Singapore)
Associate Creative Director: Joseph Cheong (Grey Singapore)
Associate Creative Director: Ang Sheng Jin (Grey Singapore)
Copywriter: Joseph Cheong (Grey Singapore)
Art Director: Ang Sheng Jin (Grey Singapore)
Illustrator: Christopher Wong (Grey Singapore)
Typographer: Ang Sheng Jin (Grey Singapore)
Editor: Bobby Aguila (Grey Singapore)
Producer: Bobby Koh (Grey Singapore)
Account Director: Gaurav Arora (Grey Singaproe)
Marketing Director: Banita Mishra (Grey Singapore)
Photographer: Harpi Sim (Nemesis Pictures)
Media placement: Direct Mailer - Architecture and Interior Design Firm - 28 April 2012

Summary of the Campaign
More trees are being cut down to meet the growing demands for real wood flooring and furniture. Greenlam, an eco-friendly laminate maker, wants to put a stop to this destruction.

To achieve its objective, Greenlam created custom Woodpecker door knockers to champion this environmental mission. The role of these Woodpeckers is to convince as many people to switch to Greenlam’s range of wood-free laminates as possible. The entire collection is as beautiful and realistic as real wood and it does not harm Nature and trees throughout the manufacturing process.

When more people switch to Greenlam, the demand for real wood would drop. When demand for wood falls, more trees and habitats would be saved.

Converting one homeowner at a time would be a tedious and costly affair. It would also be ineffective because the fact is, almost all homeowners turn to architects and interior designers for home renovation advice.

Greenlam therefore targeted the professionals who recommend the right materials to a large number of clients on a daily basis. They have the power to persuade and influence more people.

200 custom Woodpecker were sent out to the experts, out of which 157 recipients responded positively – they are now new partners of Greenlam. (Conversion rate of 78.5%) Although it’s only a small pool of professionals, they have an infinite area of influence. The campaign cost Greenlam no more than $10,000 to do.

The Situation
Demand for real wood flooring and furniture is increasing. This causes more trees and habitats are being destroyed every day.

It was the perfect opportunity for Greenlam, an eco-friendly laminate maker, to promote its range of wood-free laminates. The entire collection is as beautiful and realistic as real wood and it does not harm Nature and trees throughout the manufacturing process.

It was a business opportunity that would ultimately meet Greenlam’s environmental goal. As more people choose Greenlam, the more tree will eventually be saved.

The Goal
Although this seems obvious, homeowners were not Greenlam’s target audience. The reason is simple. When it comes to choosing the right building materials for their homes, homeowners don’t know any better. They rely heavily on architects and interior designers for advice.

The goal, therefore, was to recruit was many of these professionals as possible. Their daily dealings with developers, homeowners and contractors means that they would have the power to influence and influence the way people think far more effectively.

The Strategy
Greenlam custom made 200 Woodpeckers. Over a span of 1 working week, these springy door knockers were pasted on the main doors of architecture and interior design firms. The woodpecker’s job was to reinforce the fact that designing beautiful homes doesn't have to be at the expense of Nature and encourage the selected professionals to recommend Greenlam wood-free laminates.

Execution
200 woodpeckers were specially designed and made for this project. Each piece was laser cut from recycled aluminium sheet and hand folded. The wood laminate that carried Greenlam’s environmental message is the actual wood-free sample from Greenlam.

Over 1 working week, 200 woodpeckers were pasted on the doors of the best architecture and interior design firms in town. A simple flick of its tail sends the woodpecker knocking. This spring action mimics the real tapping action of the real bird.

All recipients were directed to greenlam.com where they can find out more about the company, the entire wood-free laminate range and most important, speak to a Greenlam sales rep.

Documented Results
The woodpecker’s knocking surprised many people. But it was its environmental message that won everyone over. Out of 200 woodpeckers sent, 157 recipients responded positively – they are now new partners of Greenlam. (Conversion rate of 78.5%) Although it’s only a small pool of professionals, they have an infinite area of influence. These are encouraging results for a campaign that cost Greenlam no more than $10,000 to do.