MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Marketing for sustainable consumption

Lafarge
Lafarge

WINNER Lafarge Cement UK (Agency: McCann Manchester)

Market-leading cement manufacturer Lafarge wanted to highlight its genuine success in reducing C02 emissions, reducing waste and sourcing materials responsibly. However, the company had to make its voice heard in a sector that was not only saturated with talk about green credentials, but where customers felt organisations were simply box ticking. Research showed potential customers did not want to see cliched campaigns showing green fields with children playing.

Lafarge's Sustainable campaign chose instead to promote 'truths' about the company, hinging on the slogan: 'Lafarge is sustainable because Lafarge is able to... ' The brand used direct mail, online display, email and press to drive traffic to a microsite where visitors could download a report on Lafarge's sustainability successes. Sustainable creative work featured heavily on Lafarge's exhibition stands at key industry events.

The campaign took a similar route to promoting the company's new Cemergi product, a more environmentally friendly cement. Ads highlighted 'facts' about the product alongside 'reasons to believe'.

Judges praised the company's superb qualitative and quantitative research, which led to strong results, and praised its good, hard numbers. Email communications reached an open rate of 25%, with an average click-through rate of 10% for an email about CO2 reduction. An annual survey found perception of Lafarge's sustainability had risen from 69% in 2009 to 76% in 2010. Monthly sales volume for Cemergi increased by more than 340% over an eight-month period and market share increased by 38%.

HIGHLY COMMENDED

Unilever

FMCG giant Unilever's research and development arm attached a shower sensor in the homes of 100 families to study their environmental impact.

The resulting UK Sustainable Shower Study became the heart of a campaign developed in partnership with agency Blue Rubicon. A light-hearted Facebook app asked consumers to set a target timeframe for their shower and provided music to fit the time. Journalists and key opinion formers from organisations such as the Department for the Environment, Food and Rural Affairs were invited to use shower sensors and write about their experiences.

The study enjoyed blanket media coverage, and Unilever intends to use its findings to develop products that deliver savings in energy, water and money. Judges called it 'a really nice campaign with ambitious targets' and said that Unilever's commitment to sustainability is clear.

ALSO SHORTLISTED FOR MARKETING FOR SUSTAINABLE CONSUMPTION

  • McDonald's, Something good wherever you look: The A-Z of McDonald's
  • British Gas, Green Streets, Strong Communities: How green streets shaped our sustainability strategy and created change

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers