Lost Boys international

Campaign Red Het Bos / Sauvez la forêt

Makro wants to save the forest!

When Makro took a close look at the numbers regarding the 600.000 paper leaflets they send out every fortnight, they face 5.000 tons of paper, representing 41.600 trees per year!

Challenge

And they wanted to change this! So they turned to LBi to help them set up a campaign with one very specific goal: convince as many Makro customers as possible to drop the paper leaflet and switch to the online version.

Solution

The creative team of LBi came up very quickly with the idea of asking sir Owl, (Mijnheer de Uil/Monsieur L'Hibou) from the well-known children's animation series ‘Daily Fable' (De Fabeltjeskrant/Le petit écho de la Forêt) to help Makro saving the forest. As Sir Owl did not have to think about that very long, a micro site, newsletter and Facebook campaign were organised and ran during 2 months of the summer of 2009.

Results

The campaign turned out to be a huge success. In only 2 months almost 29.000 customers made the effort to make the change and more than 6.500 video messages of Sir Owl were sent out by customers. Almost 600 people became a fan on Facebook during the campaign and the number is still growing. Join them on Facebook: Red het bos / Sauvez la forêt.

The project is getting the support of the ' Vereniging voor Bos in Vlaanderen' (Flemish Forests Association), www.1miljoenbomen.be, where not only companies but also private persons can sponsor the tree planting in Flanders. This organisation will now help Makro plant its very own forest as Makro will plant 1 tree for every 5 paper leaflets they save on. Are you seeing the Makro forest taking shape …?

Markets

Belgium

Downloads

English version

About Makro Belgium

Makro Cash & Carry nv is a daughter company of Metro Cash & Carry Düsseldorf and member of the Metro Group, one of the world's leading distribution companies.

In Belgium the group counts 6 Makro malls and 3 METRO malls, employing well over 3.400 people! Makro Belgium realises a revenue from over 1,3 billion euro.