Case: So much to enjoy, so close to you
Is it possible to create a campaign where the green transition, creativity and marketing performance go hand in hand? That was our ambition with “So much to enjoy, so close to you”.
A campaign which was conceptualized based on the many big experiences within small distances, that guests can enjoy, when they travel to the Aarhus Region.
Jump on the bike, train, electric car, light rail or in your sneakers and you'll be on your way to the next experience in no time. The short distances make it easy to make more climate-conscious choices when it comes to transportation on the road both to and around the Aarhus region. And it's not a difficult choice - it's practical.
More conscious choices in every part
In all phases of the campaign, climate-conscious choices were made. From the message, focusing on transportation with a lower carbon footprint; to the production of content and launch of the campaign. Big or small. Important choices were made at every stage, trying to limit our footprint along the way. And of course, we reported on it all.
Here you can see some of the choices we made:
Markets: We selected markets based on data and insights about target groups and market maturity towards messages related to the green transition: Germany, the Netherlands and France. The campaign ran in one city per market - the city with the best connection to Aarhus via train (Hamburg, Amsterdam and Paris).
The message: All elements of the campaign focus on highlighting the short distances from the three cities to Aarhus – or between experiences in the Aarhus Region when guests arrive here. This was done by showing a means of transportation (train, bus, bike or electric car) and the estimated time of transportation. The campaign's three short videos are also shot in raw and gray autumn landscapes - true to the campaign's intention: To attract visitors in the shoulder seasons, rather than the peak season.
Production: We cut down on emissions by simply reducing the production crew so that only three people shot all background shots in the region. On day two, we gathered the large crew at one location in Filmbyen in Aarhus and did the final shots with our main characters in front of a screen.
The crew was local, catering was plant-based, waste was sorted and weighed, and costumes were borrowed instead of bought.
Launch: We purchased placements through Adform Scope3, which allowed us to weed out the heaviest and most polluting placements for online video advertising and digital out of home screens in and around the main train stations in the three major cities. We made sure videos were streamed instead of downloaded wherever possible. And we partnered with GoodLoop on YouTube and gave viewers a choice - the more they watched, the more we donated to 1% For The Planet.
Last but not least, we recorded and reported on everything.
The production of the videos was recorded in a CO2 calculator from AdGreen, the British Academy of Film and Television Arts (BAFTA) foundation that works to reduce the environmental impact of advertising production. And in media advertising, we measured and reduced emissions in media advertising through the dentsu Media Carbon Calculator, developed in collaboration with the external, independent consultancy Axionable. The methodology is developed based on the GreenHouse Gas Protocol and ISO 14064.
It may seem simple. And it's not perfect. But it's a good start and an example of how even small choices in the end can make a big difference.
Channels:
Digital out of home: Digital ads on screens placed in or around the main train stations in the three major cities, focusing on trains as a mode of transportation when traveling to the region
Meta: Animations and stills focusing on selected experiences and transportation around the Aarhus Region
Meta, YouTube and online video: Three creative videos of 20 seconds each focusing on experiences and transportation across the region
Meta: A behind the scenes video documenting the choices made along the way to reduce the campaign's overall carbon footprint
Markets:
- Hamburg, Germany
- Amsterdam, The Netherlands
- Paris, France
Target group: Travelers with an interest in culture and nature experiences across the age group 25-65 years
KPIs: “Time with user” in terms of VTR and quality time on website (30 sec)
Documentation
During the production of the campaign's three creative videos, we reduced our carbon footprint by 72% - equivalent to 63,948 charges of a smartphone.
This calculation was made using AdGreen and by comparing:
- a report on production with the conscious choices we made - the way we chose to go
- a report on the same production, but without the conscious choices. The way we traditionally would have gone.
You can read more about the tools we have used in our ambition to lower our carbon footprint here:
Contact
Brand Manager
The campaign is developed with support from Danmarks Erhvervsfremmebestyrelse.
