Hafslund Promo, Case study CHILDREN’S CLIMATE FESTIVAL by PR-Operatørene

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Industry Energy & Water Utilities
Media Promo & PR, Case study
Market Norway
Agency PR-Operatørene
Creative Director Aina L.l. Kristensen
Copywriter Frode Aga
Released September 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: HAFSLUND
Product/Service: ENERGY COMPANY
Creative Director: Aina L.L. Kristensen (PR-operatørene)
Senior Consultant: Øystein Bonvik (PR-operatørene)
Media Relations Specialist: Cecilie Wærholm (PR-operatørene)
Copywriter: Frode Aga (PR-operatørene)
Project Manager: Hanne Kjærnes (PR-operatørene)
Assistant: Nina Ihlefeldt (PR-operatørene)
Media placement: Press Launch - Press Invitation, Press Release - 12th April 2010
Media placement: Media Cooperation - Media Partnership - 12th April 2010
Media placement: Exclusive Pitch - Aftenposten Aften - 12th April
Media placement: Kraftrevyen - Www.kraftrevyen.no - 14th April
Media placement: Press Release - About The Upcoming Event - Press Release - 1st June
Media placement: Press Invitations - Media Attentding The Event - Press Invitation - 26th April
Media placement: Press Release- Local Media - Press Release, Local Media - 5th Of June
Media placement: Press Release - About The Event - Press Relase, National Dailies, TV - 5th June
Media placement: Exclusive Pitch - Seher.no - 1st June

Summary of the Campaign
Norwegian energy company Hafslund, a major provider of renewable energy, wished to further their green credentials while educating a new generation on issues of sustainability. Two of their main communication challenges are that in general, people know little about the company except that they are selling power - and there are few positive emotional associations related to the brand Hafslund. Important parts of building their reputation has therefore been to build knowledge of Hafslund’s commitment to the environment and renewable energy and show more of their commitment within CSR. Some major projects were defined. The most ambitious was a major climate festival for children, held on World Environment Day in June 2010. The goal was to create favorable conditions for environmental engagement, and inspire children to find new solutions. It was supported with a blog initiative, a creative school project and a unique media partnership. Over 35,000 people attended the event, and it was possibly one of the world's largest events on World Environment Day. 37 percent of those with knowledge of Hafslund's association with the event now have a more positive attitude towards them. The project was such a success the the festival will be organized again in 2011.

The Situation
Energy company Hafslund, a major provider of renewable energy, wished to further their green credentials while educating a new generation on issues of sustainability. Their main communication challenge is that Norwegians have few positive emotional associations and low knowledge of Hafslund.

Important parts of building their reputation have thus been to build knowledge of their commitment to the environment, renewable energy and corporate social responsibility. Hafslund has organized several climate festivals to highlight these issues, while educating Norwegians on green issues. In 2010 Hafslund chose to create a children's festival in order to engage with and educate future energy consumers and decision makers.

The Goal
The main objective was to build knowledge of Hafslund's commitment to the environment, renewable energy and CSR, as well as building more positive emotional associations to the brand in the target audience, and especially in the greater Oslo-area. The solution was the staging of a major environment festival for children to help them and their families further their understanding of environmental issues and renewable energy and to increase their commitment to finding new, environmentally friendly energy solutions.

The Strategy
It was important to create an arena which pulled in the festival's main target audience – the children. The campaign concentrated on three main areas:

1. The blog Kraftrevyen - written by a selection of primary school children acting as environment reporters. In addition to stories about the upcoming festival, they produced articles on renewable energies like district heating plus portraits of business leaders involved in green issues.

2. Hafslund cooperated with local newspapers which published stories written by the environment reporters. The newspapers' joint web page www.dittoslo.no ran competitions linked to the festival to increase awareness and build traffic to Kraftrevyen.

3. Hafslund engaged primary school children in the Oslo area to compete and come up with solutions to save energy in their schools. The competition was aimed at educating and challenging the younger generation on green issues, while making a wider audience aware of the upcoming festival.

The reporters were prepared for their task, and trained by the environment foundation Bellona and a copywriter. The launch of the festival, school competition and Kraftrevyen was held at a primary school. Attending the launch was the Mayor, Hafslund, relevant artists and media. Some 40 stories were published on Kraftrevyen, leading up to the festival. DittOslo.no published many of the articles from Kraftrevyen.

Two reporters were hired by Norway's largest weekly to do interviews. Others were interviewed themselves, and one provided regular reports to Norway's largest radio station. During the festival the children were roving reporters, interviewing artists about environmental issues live on stage and producing stories which were broadcasted around the festival area.

The winning entries in the competition was exhibited and awarded prizes to allow them to implement their energy-saving plans. Oslo's Mayor also was a juror in the competition

Documented Results

Polls from TNS Gallup showed nearly 40 percent of visitors to the festival left with a more positive impression of the company. Polls also showed a strong word of mouth effect for the event. 56 percent of Oslo citizens (in addition to those who visited the festival) knew about the event. Nearly 100 percent of the visitors said they were positive to the festival and its message, and all visitors said they knew Hafslund was the event organizer. The average score given by visitors was five out of six, while one in four visitors gave the festival a top score of six. There were some 120 stories in the media from the launch until the end of the festival. The young "environment reporters’" stories come in addition to this. The project was such a success the festival will be organized again in 2011.