Case Studies
Challenge
In August 2007, the Greek region of the Peloponnese was afflicted by wildfires, an ecological disaster that led to the devastation of 5,600 hectares of forest. This incident triggered a greener consumer behavior across Greece. Green living is being increasingly adopted, and along with it comes a consumer expectation for greener practices from their brands of choice. Within this context, Coca-Cola Hellenic’s mineral water Avra, wanted to figure out a way to address environmental issues in a long-term and sustainable way.
Idea
Instead of opting for a one-off CSR/green activity by Avra, V+O proposed an integrated communication platform, based on green living. The uniqueness of this approach lies in the fact that the brand’s entire communication, including its logo have changed in order to support an issue. Avra became in essence Avra Green, adopting a greener logo and the tagline "Avra: It’s so easy being green".
Implementation
1) Avra decided to funnel its entire product advertising budget to promote green living, not only becoming a green brand, but the strongest advocate of an environmentally friendly way of life.
2) An information campaign was launched, providing consumers with tips on how they could care for the environment in an easy way. Furthermore, a dedicated website was launched.
3)The platform was enriched with specific actions such as reforestation efforts, green sponsorships and environmental seminars.
2) An information campaign was launched, providing consumers with tips on how they could care for the environment in an easy way. Furthermore, a dedicated website was launched.
3)The platform was enriched with specific actions such as reforestation efforts, green sponsorships and environmental seminars.
Avra decided to funnel its entire product advertising budget to promote green living, not only becoming a green brand, but the strongest advocate of an environmentally friendly way of life.
The campaign was awarded the Silver Ermis 2008 and was included in the Sabre Awards 2008 shortlist.
An institution was born!, over 4000 participated, 7 TV appearances, 82 articles, 60% event recognition, 48% sponsor identification.
The public offering was successfully completed within 3 months from the PO, with Credit Agricole acquiring 71.97% of Emporiki Bank.
180 Days Food & Culture Festival: A journey to six countries realized with the cooperation of the embassies and/or chambers of commerce of the respective countries.
A highly recognizable and familiar yet innovative and surprising campaign was created, giving a new dynamic to the image of Greece.
In 2006 Lancia was celebrating 100 years of unforgettable cars and 100 years of Italian design. For the 100th anniversary, Lancia introduced a unique exhibition called “Lancia Tour Italian Design”.
