FSC® BRAZIL ADVERTISING CAMPAIGN
To celebrate FSC Friday 2016, FSC Brazil decided to speak directly with the consumers and launched its first advertising campaign in Brazil.
During 30 days, in 3 São Paulo metro stations, a new campaign was displayed, using creative posters and double-sided panels telling consumers they can save the forest even if they do not leave their city. Look after our forests is easy, and can be done by purchasing the right products...
3 METRO STATIONS
Consolação – Paraíso – Vila Madalena in the city of São Paulo
From September 30th to October 29th
Panels on platforms and posters on escalators
The setup was relayed on social media through boosted posts.
FIRST STOP: BRANDED PANELS
These branded panels were displayed inside the stations. The message "Choose products with FSC label and help conserving the forests" was designed to be clear and direct, showing consumers they can make a difference through their purchasing decisions. The inclusion of the Forests For All Forever brandmark helped the FSC brand being visible and clearly recognised by the audience.
SECOND STOP: BRANDED POSTERS
Click on the buttons to discover each poster, and the associated translation if you do not speak Portuguese.
THIRD STOP: BRANDED POSTERS AND PANEL
In the Paraíso metro station, both the branded panel and the poster were here for a maximum effect. Product posters helped to understand the message while the panel's appealing forest picture helped the consumer reminding how majestic forests are. This advertising set up combined the emotional appeal of a forest picture to the practicality of a clear and direct message.
THE CAMPAIGN HAS BEEN RELAYED THROUGH
WHILE FSC BRAZIL FACEBOOK COMMUNITY MORE THAN DOUBLED TO REACH
THE POTENTIAL REACH OF THE CAMPAIGN SETUP IN SUBWAY STATIONS
This reach is an estimate only counting working days, and based on the average attendance of the subway stations during working days.The real reach might be even higher adding the weekend's days attendance.
"The goal of communications is to show that you can use the FSC stamp as a tool to act green. When buying an FSC-certified product, you can be assured, for example, that there was no illegal deforestation nor slavery or child labour; that the soil and the water were not contaminated and that the communities around were respected. When people become aware of this, the stamp gains meaning and importance and this is a strategic differential that gathers value to the certified brands"
Planning director, Giacometti Comunicação
"Many people have certainly seen the green tree which identifies the brand, but maybe do not imagine how much story there is behind it. And to tell all of this, we now have an efficient campaign to generate awareness. This was just the beginning of a long and essential conversation."
Executive director, FSC Brasil
Campaign creation: FSC Brazil and Giacometti Comunicação
Photo credits and Copyright: © FSC Brazil / Forest Stewardship Council® (FSC) International
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Case development: Marketing FSC International
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