Case Studies

Client: VECCI (2010)

Project: Web-based campaign for "What Can I Do Right Now?"

Challenge: Carbon Down, as a program, has a particular focus on helping small to medium sized enterprises (SME’s) find new ways of thinking and operating in a carbon constrained economy, reduce their environmental impacts and save money whilst doing so.

In research carried out in 2009, small and medium businesses communicated that they were overwhelmed with climate change, carbon and sustainability information; particularly as they did not know how to start implementing changes.

To provide guidance and activities on what these businesses can do right now, Carbon Down launched “What can I do right now”. This campaign needed to provide businesses with activity based initiatives regardless of where they are in their sustainability journey.

The What can I do right now (WCIDRN) campaign needed to be focused on providing businesses with simple to implement solutions that with minimal financial and time commitment have the ability to reduce businesses’ carbon footprint.

Solution: Brand Shaper worked closely with the Carbon Down team to develop the "What Can I Do Right Now?" activities, web portal, all associated communication material and launched it into market. Brand Shaper also provided all the design, naming and branding of WCIDRN throughout the project.

In June 2010 we successfully launched Carbon Down's "What can I do right now" campaign to the SME business market and made an impact by:

• Creating visual standout and unique branding
• Creating an easy to navigate website
• Clearly communicating the simplicity of undertaking one of the activities
• Ensuring that completing an activity is easy for visitors
• Enticing visitors to participate in more than one of the activities offered on the campaign site
• Encouraging visitors to make a pledge, demonstrating their intent to complete either one of the offered initiatives or one of their own.

Deliverables:

• A marketing communications plan for the planning, launch and measurement of the campaign
• Development of activities for the campaign
• Development of launch FAQ's
• Writing of key messages
• Writing of 6 articles for The Age
• Writing of Blog Scripts
• Development of a brand look & feel to be executed across the campaign: website, newsletter, electronic direct marketing, downloadable activity sheets, digital and print advertising, web banners and tiles.