World of ideasCampaigns

Integrated campaign for the EU Ecolabel

Client

European Commission, Directorate-General for Environment

Duration

2009-2012

Campaign

  • Raise awareness of the EU Ecolabel
  • Build trust in the EU Ecolabel
  • Show the EU’s efforts in the field of “green support”
  • Provide the target group with more information about the label itself and the benefits both for consumers and the environment
  • Make Ecolabel products more visible
  • Show that many products of daily use are “Ecolabeled”

Target Groups

  • Broad public

Implementation

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  • Market: elaboration of a campaign strategy incl. advertising, PR , e-marketing, sales promotion, cooperation marketing, media and pre-testing (online survey, focus groups)
  • Test-market results assessment and recommendation for the potential broad scale roll-out
  • Production of all the campaign materials • for subsequent campaign execution
  • Campaign in the UK: avertorial campaign in the magazines “Mother and Baby“, “Livingetc”, and “Red” as well as in “The Guardian”
  • Distribution of promotional Ecolabel tote bags among readers of The Guardian and Mother and Baby
  • More user-friendly website www.ecolabel.eu
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