Toyota Sweden - Best Green Mixed Media Campaign
|Toyota Sweden AB - "Toyota Glass of Water"
|Green Awards 2010
|Best Green Mixed Media Campaign
Background & Objective
Toyota has a holistic environmental strategy based on a zero emission vision. It believes that every part of the lifecycle of a car needs to be considered - how cars are produced, sold, driven and recycled. Simply producing cars with low emissions and low fuel consumption is not enough to achieve this vision.
Many car manufacturers have tried to encourage eco-driving, and few have been successful. Toyota Sweden believes that a successful initiative had to make eco-driving fun and rewarding, not a bad conscience. Its ambition for this project was to develop an initiative that had the power to change behaviour and become a movement in its own right.
Concept & Implementation
Its concept is as simple as it is effective; driving with a glass of water on your dashboard will force a change in driving style. Drivers will thus, make every effort to drive smoother, with less aggressive braking, acceleration etc. Overall speed will be lower as drivers will try and keep the car rolling. All of these are very similar to the most basic (and most effective) ecodriving techniques.
As the idea is based on participation, Toyota selected media and packaged the concept in a way that encouraged participation. It launched the campaign as the 10% challenge – a call to reduce Sweden’s fuel consumption by 10%. On June 21st, Toyota had event staff handing out over 60,000 biodegradable glasses of water in high traffic areas in three major cities. Also, during this event the Toyota Prius hybrid cars were driven with the campaign message and a very large glass of water on the roof. Toyota ran print ads in all national and major regional newspapers on the launch day, followed by tabloids during the week. In July, Toyota ran three 10" TV ads, with the simple message of joining the 10% challenge.
Most effective in the media-mix were its traditional and digital PR and social media efforts. It sent press releases to automotive, lifestyle, technology and environmental journalists. It targeted bloggers with early access to information and also offered an invitation only pre-testing programme of the associated iPhone app.
Toyota’s ‘engagement’ target was iPhone owners with access to a car, as it believed that the iPhone app was key to participation. The broader awareness target was both Toyota and non-Toyota drivers, the principle itself could greatly influence behaviour and encourage eco-driving, regardless of what type of car they drive.
During the campaign, over 70,000 people downloaded the app, which is approximately 10% of all iPhone owners in Sweden and it became the third most popular in the Apple iTunes app-store in its first week.
More than 30,000 people have registered to take part in the challenge, and have together driven over 250,000 km with the iPhone app.
Broader advertising efforts reached over 73% of the adult population.
The PR and digital/social media efforts generated over a 100 articles in newspapers, magazines and blogs and significant activity on both Facebook and Twitter.
Budget (in Euro)
Concept development and agency fees: 40k
RSA Environment Awards Secretariat, IMS Consulting, St. Nicholas House 31-34 High Street, Bristol BS1 2AW
As one of the world's leading home improvement retailers, Kingfisher is in a unique position to help people create sustainable affordable homes of the future. A key focus of Kingfisher’s Future Homes CR strategy is to provide eco products, information and advice to enable customers to reduce the environmental impact of their homes.
Concept & Implementation
Kingfisher works closely with its Stakeholder Panel to ensure that its CR report addresses key areas of interest to its stakeholders. The current report covers 14 key issues which fall under its 7 Goals.
On Kingfisher’s CR home page, are linked to a number of ‘hot topics’ such as eco products and timber. To ensure the report provides a balanced account, Kingfisher includes a section called ‘areas for improvement’ (for each of the 7 Goals) and the summary report identifies key strategic challenges and its response.
Kingfisher’s CR Report includes a short summary report (printed and PDF versions) which provides a high level overview and a full online report (see www.kingfisher.com/cr).
This year, Kingfisher made a number of improvements to its online report in order to more effectively engage readers. For example, new features include:
- Home page ‘flash panel’ to provide a quick overview of its Future Homes strategy.
- Eco product stories featuring some of its latest innovative eco products
- Overview page showing CR highlights and a snapshot of group performance data.
- A range of video case studies demonstrating the eco transformation within stores at B&Q UK, Castorama France and Brico Depot France.
- ‘Create your own report’ section (within Resources)
- New interactive charting tool of operating company progress – so users can view progress either by operating company or by issue
Kingfisher posts regular updates on the site to involve readers in an ongoing dialogue. Each page includes a footnote to explain how frequently it’s updated and the period covered.
New design elements
This year, the online report was completely redesigned and rebuilt. The style is consistent with the overall redesign of the corporate website, but has its own distinctive design components. New photographs have been chosen to demonstrate sustainability in action such as B&Q UK’s new eco shops.
This website is designed and built to W3C accessibility standards and provides access to people with disabilities using technologies other than standard web browsers, such as screen readers.
Kingfisher is committed to working with its stakeholders, not only to provide information important to them, but also to create a two-way dialogue which enables the essential exchange of ideas and communication.
As a parent company, its main audiences are investors and CR specialists such as non-governmental organisations. However, as an international business, with over 78,000 employees and nearly six million people visiting stores every week, its potential audience is global and across all demographics.
Kingfisher has targets for each of its 7 Goals and reports annually on progress. This year, Kingfisher made good progress in reducing its store environmental impacts e.g. reducing its total CO2 equivalent emissions (from energy and transport) by 8% and cutting total disposed tore waste by 10%.
Kingfisher is now working with independent sustainability experts, Forum for the Future, to set long-term targets up until 2020.
Kingfisher’s Chief Executive, Ian Cheshire, does his own video introduction for the report each year – setting out key priorities from his personal perspective. Ian’s video this year was filmed in one of the first ‘eco shops’ within B&Q UK. Ian is one of the leading sustainable business pioneers, regularly participating in environmental news debates, conferences and panel discussions. Ian and other members of the Retail Board now have CR objectives linked to bonus payments.
The report also includes an introduction from Ray Baker, Director of Corporate Responsibility and Government Affairs.
“Kingfisher report is structured around a clear and powerful idea, ‘Future Homes’, which makes this report more than just a collection of targets and progress. Kingfisher demonstrates a good understanding of the role they can play on delivering a sustainable future.”
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