Challenge

Makro wants to save the forest! When they 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! No wonder they want to do something about this! And 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.

Solutions

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.

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 …?

Responsibilities LBi

• Conceptual & functional analysis
• Technical setup
• Implementation & integration
• E-communication
• Media recommendations & creative's (awareness-acquisition campaigns on Belgian News portals)
• Hosting: two load balanced servers for high performance

Technologies

• WebEngine CMS
• WebEngine NewsEngine
• WebEngine E-database Manager
• WebEngine Visitors Manager
• Flash 9 & Action Script 3 development
• Google Analytics
• Acapela Text to speech

Result