Campanie
General Information:
Strategic approach:
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What was the overall context? Millions of cubic meters of forest disappear annually, illegally, in Romania. One factor that really contributes to this problem is the lack of sufficient personnel skilled in forest surveillance. As a consequence, forest rangers are in charge of forest areas larger than they are able to properly manage and prevent illegal logging. Vodafone Romania took the initiative and implemented a surveillance system for the forests in Romania. This system is built with microphones installed in the woods, connected to the Supranet network, and “listens” within a radius of up to 1km for unusual sounds in areas where only the sounds of nature should be heard. With the help of this system, rangers receive real-time notifications in the dedicated application, with the location where the unusual sounds (chainsaws, vehicles, machinery etc.) were recorded, and are thus empowered to monitor hectares of forest. https://www.vodafone.ro/primapaduresmart/#tehnologie What was the strategic business and marketing challenge? 55,000 press articles about the rampant problem of illegal logging appeared in the media in the past years. The challenge of the project was to raise awareness to the general public, from the perspective of the benefits offered by technology, and to reach competent authorities and prove the value of implementing the project at the national level. Who was the target audience? The promotion of the project reached the following categories of the public: The mature public that reacts to messages that address nature and its protection Forest rangers and authorized personnel responsible for protecting the forests in Romania. What were the creative and media strategies? In order to bring the deserved recognition to the project, we reinterpreted the classic method, according to which the promotion is supported only by press releases or by articles generated by image vectors (bloggers, public figures active in the online environment). Thus, we approached the topic of deforestation and the solution implemented by Vodafone as follows: We brought into discussion the relationship of people with forests in Romania, through the lens of memories and personal experiences. We started the discussion with the general public through the voice of image vectors involved in promoting the project. What were the overall campaign objectives based on the situation outlined? Through the emotional component, integrated into the promotional materials, in the channels in which the image vectors involved have active communities, we generated both dialogues with their communities and awareness. Moreover, the message of the campaign and the innovation proposed by Vodafone reached those authorized to protect the forests in Romania. They approached the image vectors, requesting more information about the steps they must follow to benefit from the forest surveillance system, connected to Vodafone Romania's Supranet network. For each objective, what were the metrics used to evaluate success? The success of the campaign is visible both in the results obtained by the image vectors that promoted the campaign (Facebook & Google Analytics such as reach, interactions, engagement, post clicks, post reactions) and in the magnitude of the dialogue generated. |
Execution:
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