TREE PLANTING - THE VALUE OF SUSTAINING A TRADITION
BACKGROUND
We have a deep connection with trees. They form our nature, they are a part of our landscape, our culture, tradition and language. When it comes to forest covered land area, Slovenia is the 4th most covered country in Europe. In addition we are proud to say that we live in a green country in which the standard represented by cleaner air and more friendly habitat is supported by rural and urban tree ecosystems. But new generations of Slovenians will have to face the fact that an uncompromised nature is not something to take for granted anymore. Consequently we will have to treat our environment with more responsibility - something in which a developed tree cycle will play a crucial role.
IDEA
For promoting Merkur’s rich assortment of tree plants we’ve prepared a “social first” campaign which was based on the initiative of reviving an old slovenian tradition of planting a tree when a new baby is born.
STRATEGY
The key strategic goal is to enhance awareness about Merkur’s offer of tree plants in a way that will build emotional ties between the trade mark and its primary target group. To achieve success with this project we had decided to exceed the classic communicating of offers and instead find a more convincing reason for planting trees. We succeeded with the emotional component of the campaign which is when it comes to the birth of a child as well as the wish for her/him to live in a green environment very strong.
EXECUTION
We communicated the initiative mostly on social media networks, in the media and at points of sale. In contrast the main part of the action was represented by the activation which took place in maternity hospitals. More specifically, in the activation the hospital awarded a postcard with information about the acceptance of a free tree plant as well as a special message related to the birth of a new life journey of a new generation written by nursing home occupants.
RESULTS
people were reached on social media networks.
trees were awarded.
more views were received by the video than is usually received by the most viewed Merkur content on Facebook.
reactions, comments and shares on Facebook.
of 14 Slovenian maternity hospitals took part in the project.