Earth Hour Plant Spike wins International ECHO Awards
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Campaign "Plant Spike" for Earth Hour picked up two big awards at the International Echo Awards 2010: |
WWF wanted to reach businesses to encourage participation in its Earth Hour.
As reported in DMA - 2010 ECHO Awards Winners Program - VIRTUAL Brochure "Without an obvious and cost-effective way to get its message to each office, it turned to the potted plants many businesses rent. Since plants improve an office environment, they were the perfect medium to encourage help for the greater environment. Plant spikes were placed in office plants (by TPR GROUP) encouraging participation in Earth Hour... Feedback was incredibly positive and the campaign drew worldwide attention for Earth Hour".
And further, as reported in Campaign Brief, Tuesday 9 March 2010: "In what could be a world first, Wunderman and STI Lilyfield developed a new ink containing natural plant fertiliser that is released to feed the pot plant as the spike biodegrades in the soil.
Wunderman CD Matt Batten said the spikes have proved to be a spectacularly simple way of raising awareness of business’ role in creating pollution and getting office workers on-side to help reduce emissions. The message on the plant spikes was simple, ‘I help your environment. Please help mine.’
“The team delivered a triple innovation by using office greenery as a media channel for Earth Hour, then engaging a whole new distribution channel through indoor plant hire (company TPR GROUP) and the brilliant initiative to develop and use a fertilising ink. They’ve actually produced a piece of marketing that physically helps a small part of the environment.”
STI Lilyfield printers developed FSC-certified paper and an organic liquid fertiliser was mixed with vegetable-based inks to create fertiliser-rich ink capable of superior quality print that benefits the plant as it naturally breaks down.
The fertilising spikes have been distributed by TPR GROUP, which supplies office plants to more than 1500 businesses across Australia".
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