Between 10 and 28 December 2022, the Contractor ran the “ECO Christmas” campaign.
The creative concept of the campaign: “Every day we build a sustainable future. Now we are building the future.”
Approach: the importance of the M6 project, a major urban infrastructure project, was underlined through suggestive, symbolic means, drawing on a strategy based on the power of example. Rather than emphasising the glitter of the holidays, the campaign set out to highlight the benefits that well-made things bring to people’s lives. We chose a simple and memorable gift, one that can be brought to life. In the form of a direct mailing campaign, the project was communicated to stakeholders, partners and the press, conveying a long-term message and also an invitation to get directly involved. In this way, we set out to emphasise nature, continuity and perspective, the lasting value of professional and human relationships, and the importance of things achieved through working together.
Campaign elements: a fir planting kit and a holiday message.
Kit contents: a bio box, a biodegradable pot, a small bottle of Abies Alba fir seeds, fertile sowing soil, planting instructions, a craft bag, a label tied with string, a fir sprig, a card and an envelope.
The mailing was segmented bilingually (Romanian and English), according to the recipients in the database built by the Contractor, the Supervisor and the Beneficiary.
Total number of recipients in the Beneficiary’s database 218
Total number of recipients in the Supervisor’s database 27
Total number of recipients in the Contractor’s database 135
Total number of recipients 380
Campaign approval date: 12 December;
Approval date for the printed materials: 13 December;
Approval date for the print runs: 14 December;
Production period: 16–19 December;
Delivery date: 20 December.
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