Product category:
Integrated marketing
News Release from: Clark McKay and Walpole
Edited by the Marketingservicestalk Editorial
Team on 02 July 2007
CMW low-carbon campaign wins prize
Clark McKay and Walpole's campaign idea to get the nation hooting for lower carbon fuels has won the agency a first prize in the Low Carbon Vehicle Partnership's 'Cars NOT Carbon' competition.
The Low Carbon Vehicle Partnership's (LowCVP) 'Cars NOT Carbon' competition rewards the best examples of creativity focused on greener motoring The integrated campaign idea, entered in the 'Low Carbon Fuels' category, features a national 'I give a hoot day' supported by an interactive website, bumper stickers, ringtones, real hooters and PR activity, designed to get a million people demanding increased production and distribution of cleaner fuel
This article was originally published on Marketingservicestalk on 20 Feb 2008 at 8.00am (UK)
Related stories
CMW Interactive designs Arts Council intranet
CMW Interactive has designed a high-quality, user-friendly interface for the Arts Council's new intranet, called 'One Place',
Martin Nieri, CMW managing director, said: "On the one hand cleaner fuels aren't distributed widely enough for many people to buy them; oon the other hand, car manufacturers and fuel manufacturers won't distribute them more widely until more people demand them.
"It requires a simple solution; to create a massive upsurge in demand, give environmentally aware people the chance to make their feelings heard, get a million people aligned behind a call for low carbon fuels and let the Government and business respond".
The launch activity suggested as part of CMW's winning competition entry would drive awareness of www.igiveahoot.co.uk where the aim is to get a million people signed up to the cause.
Hooters, bumper stickers and ringtones would be distributed to create momentum for "I give a hoot day" - a nationwide event where everyone can join the call for low carbon fuels.
PR activity would focus on the events to raise awareness even higher.
"Our goal would be to create such an enormous wave of opinion that Government and business couldn't fail to notice and to act," said Nieri.
The competition is the centrepiece of the LowCVP annual conference which took place at the DTI Conference Centre, Westminster on Thursday 28 June.
It provides a platform for an interchange of ideas between participating professional agencies and further-educational establishments, and those responsible for deciding the marketing and advertising approaches of the motoring and fuel companies.
The objective of the competition is to raise awareness of the opportunities for promoting greener motoring in the UK and to encourage engagement between motor and fuel industry decision makers and the creative industries and benefits of tackling climate change.
Of CMW's response, competition judges said: "This is a campaign in a literal sense - it seeks to raise awareness of our cause across the nation and also provides a way for people to take action in a simple, fun and communal way.
I Give A Hoot is a thoroughly engaging concept, totally deliverable and shows why a good idea is central to a good campaign.".
• Clark McKay and Walpole: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
