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Industry Energy & Water Utilities
Media Promo & PR
Market Denmark
Agency PHD Copenhagen
Director Peter Loell, Rikke Grundtvig, Jesper Lysholdt
Released December 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: VESTAS
Product/Service: WIND MILLS
Agency: PHD
Date of First Appearance: Dec 12 2009 12:00AM
Entrant Company: PHD , Copenhagen, DENMARK
Director: Peter Loell (Omnicom)
Director: Rikke Grundtvig (Omnicom)
Partner: Martin Axelsen (Justec)
Partner: Martin Justesen (Justec)
Sponsorship Advisor: Rikke Harbo (Vestas)
Activator: Jonathan Lang (Konstallation)
Director: Jesper Lysholdt (PHD)
Managing Director: Morten Kristensen (PHD)
Media placement: Bright Green Expo - Climate Fair - December 12, 2009

Describe the objective of the promotion.
What? Global Climate Meeting in Copenhagen, December 2009. All the world’s leaders gathered, and our client Vestas – the world’s largest supplier of wind power solutions – proactively seeking to influence tomorrow’s political decisions. Where? The Bright Green Expo showcasing the world’s leading cutting-edge climate solutions, no surprise it wasn’t an option to go for a traditional fair solution. We needed something that could, literally, take the visitors breath away...

Describe how the promotion developed from concept to implementation
A 'climate artist' interactive learning experience, having the delegates, decision makers, the press and the public’s senses challenged at the same time. A fog screen created an airy canvas. 3 custom-build windmills were connected with a PC. Blowing on the mills created energy, visualised on-screen. Each mill gave a different wind tune, creating a wind symphony! Each wind turbine activated a news barometer, displaying live RSS feeds providing climate-friendly high-tech answers to real challenges. Making the audience aware that climate-friendly high-tech solutions that can save our planet have already been invented. The more you blow the more answers you’ll get; it all comes down to your own engagement level.

Describe the success of the promotion with both client and consumer including some quantifiable results
Prime-time coverage on major DK TV stations, reporters from around the world, and a triple royal strike having H.R.H. The Crown Prince of Denmark, H.R.H. The Crown Princess of Sweden & H.R.H. The Crown Prince of Norway blowing Vestas’ wind turbines. Oh, and GE’s top boss wrote Vestas’ global CEO a note after Bright Green Expo stating that he thought Vestas’ fair was the best tech fair he had ever seen.

Explain why the method of promotion was most relevant to the product or service
Companies struggle to make themselves heard in the general din of banners, brochures and sales reps. Our experience and surveys show that it is very difficult to gain the attention of delegates and other decision makers in conventional climate-tech fairs held during climate summits. Visitors to a climate summit are typically not very technologically knowledgeable people. Rather, they are decision makers who deal with climate challenges on a daily basis and need to find solutions – politically and financially. We made sure the climate-friendly wind solutions came alive...