PMS_AWARDS_p027 22/4/08 09:08 Page 27
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 27
Sponsored by
Best Green Initiative
WINNER
Winner:
The Carbon
The Carbon Trust
Trust
Footprint
Tequila\London
The Carbon Trust is a Government funded organi-
sation tasked with reducing UK businesses’ carbon
emissions. The objective was to get companies to
apply for a free carbon survey, the first step to for-
mulating a tailored energy-reducing plan.
While the Carbon Trust can save companies
thousands of pounds a month in energy bills, the
business sector was largely apathetic about the sub-
We’ll help reduce
ject – the general perception of climate change Seven Seas Limited’s
being that it was simply a nuisance. Before the
carbon footprint
agency could actually explain to businesses that
energy reduction was an opportunity to save
money, first it needed to get their attention. Direct
mail, with its potential for extreme personalisation,
was the answer.
So Tequila sent 800 businesses an A3-sized satel-
lite image of their very own premises, debossed
with a giant black footprint. Enhancing the impact
was the personalised headline: “We’ll help reduce
<name> carbon footprint.” An accompanying let-
ter explained the need to reduce carbon emissions,
and the savings that could result.
Interested respondents could either phone for a
free energy survey or visit a website, www.carbon
trust.co.uk/getready, where they were greeted by a
headline handwritten out of a layer of carbon: “Get
ready for the low carbon economy.” The site went on
to explain the benefits of reducing emissions and
pushed the offer of a free carbon survey.
To run the campaign economically and to best
effect, Tequila needed information on energy con-
sumption for the businesses it wanted to target and
worked with data providers to develop an accurate Call the Carbon Trust now for a free Energy Survey* on
model. It found strong correlations between certain
0800 917 3030 or visit www.carbontrust.co.uk/getready
Printed on recycled paper * Eligibility terms and conditions apply.
factors when modeling energy bills. In some serv-
ice-led industries, for example, energy spend was
directly related to the number of employees they
had. The campaign’s own carbon footprint had to
be kept to a minimum, so the agency qualified the
database before it began. Once the Carbon Trust
had identified the businesses it felt were appropri-
ate, it ran an outbound telemarketing campaign to
verify the details.
The mailer drew a response rate of 16 per cent.
Through the carbon surveys which were applied We’ll help reduceWe’ll help reduce
Westley Group Limited’sWestley Group Limited’s
for, estimated carbon savings of 150,000 tonnes have
carbon footprintcarbon footprint
been achieved.
Creative Director: Cordell Burke
Art directors: Cordell Burke, Claus Larsen
Copywriter: Anna Jewes
Account director: Jon Hale
Account manager: Lloyd Sampson
Production: John Symon
Planner: Julian Rivas
Finalist
COI on behalf of DEFRA
Act on CO2
Euro Direct 4D Digital
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