Promo, Case study SAVE THE BALTIC SEA by Taivas Ogilvy Helsinki

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Industry Public awareness, Environmental & Animal Issues
Media Promo & PR, Case study
Market Finland
Agency Taivas Ogilvy Helsinki
Designer Thomas Gregoire, Teemu Jäppinen, Fredrik Sturmer
Released June 2010


Cannes Lions 2010
PR Lions - Gold

Credits & Description

Type of entry: Sectors & Services
Category: Public Affairs
Advertiser: BSAS 2010
Agency: TAIVAS Helsinki, FINLAND
Account Director: David Gamrasni (Taivas)
Agency Producer: Inkeri Kallio (Taivas)
Account Director: Jyrki Poutanen (Taivas)
Copy: Timo Silvennoinen (Taivas)
Designer: Thomas Gregoire (Taivas)
Designer: Teemu Jäppinen (Oras)
Designer: Fredrik Sturmer (Taivas)
Web development: Jaakko Kallio (Taivas)
Fake Graphics: 3D (Taivas)
Co-founder: Ilkka Herlin (Baltic Sea Action Group)
Co-founder: Saara Kankaanrinta (Baltic Sea Action Group)
Co-founder: Anna Kotsalo-Mustonen (Baltic Sea Action Group)
-: Pieta Jarva (Baltic Sea Action Group)
-: Heli Launiainen (Baltic Sea Action Group)
-: Mathias Bergman (Baltic Sea Action Group)
-: Emilia Mustonen (Baltic Sea Action Group)
-: Jari Luoto (MInistry For Foreign Affairs Of Finland)
-: Marjo Blomberg (MInistry For Foreign Affairs Of Finland)
-: Pasi Sammallahti (MInistry For Foreign Affairs Of Finland)
-: Jukka Nyblom (MInistry For Foreign Affairs Of Finland)
Describe the campaign/entry:
The Baltic Sea is the world’s most polluted sea. Fourteen countries and over 90 million people burden this unique sea daily. Saving it meant overcoming energy and security policies that have no room for environmental protection.
We decided to arrange an Action Summit with Baltic Sea Action Group (BSAG) . Key targets included getting top poltical and business leaders involved in the environmental action, developing cooperation between the private/public sector, and transforming ideas into action.
We wanted to create a new standard for solving environmental issues. One based on true commitment, not empty promises.
Transform the environmental crisis into business opportunities and persuade political leaders that successful environmental cooperation also paves the way for political collaboration.
It took only one phone to get things moving. We leveraged key contacts and social networks to motivate top political and business leaders to attend the Summit.
12 heads of state participated in the Baltic Sea Action Summit – offering tangible commitments. Over 150 organizations from all around the Baltic Sea and beyond committed to sharing their unique expertise to saving the sea. The Action Summit was also a global media success – over 1,500 press stories in one day.
Describe the brief from the client:
We aimed to put the Baltic Sea at the top of agenda of all the political leaders in the catchment area and involve the private business sector in solving the problem. To reach these goals, we had to activate the media.
Our initial target was to achieve high turnout and a minimum of 50 sea-saving commitments.
BSAG sought wider recognition from top politicians and business leaders.
At launch, May 2009, BSAG set a goal of 50 tangible commitments to save the Baltic Sea by the time of the Summit. By the deadline in February 2010 they had gathered more than 150 commitments. In this respect the results were tripled and the quality of the commitments and committing organizations showed that the foundation had been able to create a reasonable amount of trust and respect in the corporate world as well.
The publicity, actions taken and positive feedback were overwhelming and surprisingly positive. There were commitment makers and press from other countries than just the Baltic Sea area – also from outside Europe. The media attention was global and some of the over 1,500 published articles on the subject were by the likes of Al Jazeera and The Guardian.
The number of corporate and press representatives had to be limited as interest in the Summit was greater than expected.
1. Media launch 19 May 2009 with the first commitment makers.
2. Road show to target groups (media and possible commitment makers) around the Baltic Sea
3. From May 2009 to February 2010: working on the commitments and finding win-win-win concepts.
4. From May 2009 to Feb 2010: commitment negotiations with the heads of state.
5. From May 2009 to Feb 2010: Preparation of the Summit content, program and schedule
6. 8 weeks before the Summit: briefings for international and local media
7. The Action Summit
The tactical approach was to get corporations and entrepreneurs interested through the support by the heads of state. The major breakthrough was Prime Minister Putin's strong support on October 25, after which everything started rolling.
Companies are also attracted by the fact that the participants are seen as forerunners in their sectors. The participants understood that environmental challenges can also provide opportunities.
The Situation:
Baltic Sea Action Group is an ambitious, innovative Finnish foundation committed to creating concrete solutions. BSAG acts as an initiator/catalyst in parallel projects. BSAG is neutral.
The Baltic Sea cannot wait. It is rapidly becoming a terminal-care patient. That is why everyone – countries, companies, organisations and individuals around the Baltic Sea must take concrete actions to save it.
BSAG wanted to assemble these parties to create positive momentum. With global media exposure, the Baltic Sea Action summit case would generate genuine commitment and interest. We had to lever the best marketing, PR and communication capabilities.
The Strategy:
To gain global leverage, the Baltic Sea Action Summit was communicated as a new standard for solving environmental catastrophes. We identified natural incentives for companies and states to take action to save the Baltic Sea by creating commitment-based projects that would benefit everyone.
The action summit as an environmental approach can be used to engage decision-makers, businesses and private citizens all over the world to tackle ever more complicated and cross-national challenges.
Our core message was simple and effective: environmental action always stands on with the commitment of people and organizations
BSAG had developed the approach for over a year, and nothing similar had ever been done in the region with regard to the Baltic Sea BSAG tested the concept with US based partners who had deployed a similar approach. There was a clear niche for the new concept in the Europe.