Click a Tree was part of a broader campaign of the European Commission to gain public support for the EUs progressive climate change policies. This was done in preparation for when decision makers from around the world met for the United Nations Climate Conference in Copenhagen from December 7th -18th 2009 to make far-reaching commitments to reduce greenhouse gas emissions. The aim of the Click a Tree campaign was to reach 14 to 29 year-old Europeans in ten target countries and get them actively involved in the fight against climate change. They were motivated to take individual action by planting one of 5000 trees and committing to other actions to reduce their own emissions. The trees could be ordered online on the website http://clickatree.europa.eu. Participants were encouraged to take a picture of the tree and upload it onto a website, where all participants in the campaign could vote for their favorite pictures. The winners could win a trip to an environmental learning camp. By using this measure, a transfer from the virtual world to the real world should have taken place: participating in an online campaign leads to activities in the real world. Planting a tree online is accompanied by planting a tree in real life. MC developed a strategy, which follows MCs understanding of integrated communication, and therefore made use of online measures. First of all, MC developed a campaign logo and motto, which was Click a Tree because it combines the online world with environmental protection, as trees are a strong symbol for climate action. The logo and motto were used for all communications measures. In a second step, a dedicated website was created under http://clickatree.europa.eu which announced a competition where young Europeans between 14 and 29 could order a tree and by uploading a photo onto the website had the chance to win a trip to an environmental learning camp. The website was promoted via different tools. MC cooperated with MySpace, where the website was integrated into the MySpace frame, but was also actively advertised via online banners. MC produced two 30-second viral and TV spots. The first ideas showed a dog, which misses a tree and urinates on its owners leg because he cannot find a tree. The second spot shows a macho man who is looking at an attractive woman and hits a tree because he was not looking in the direction he was going. The spots were uploaded on YouTube and promoted via professional seeding. The spots were also uploaded onto the Click a Tree website, MySpace and EUTube, the European Commissions platform for audiovisual products. In all spots the campaign logo was shown and the URL mentioned, in order to increase traffic to the campaign website. Since not all European Member States have the same access to the Internet, namely the Eastern European countries, one spot was also shown on TV channels. The results of the campaign were outstanding. About 8500 people registered for the campaign on the website and planted a tree, with the highest percentage of participants from Romania, Poland and Bulgaria. During June and November 2009 about 90,000 people visited the website and approximately 30,000 users who used the MySpace page. Both virals had over 7,000 viewers on YouTube and 5500 on MySpace, and more than 10,000 people visited the Click a Tree website.
What was the message you wanted to convey?
The message of the campaign aimed at encouraging young people to plant a tree and to do something actively to fight climate change. Therefore the messages were the following:
Do something against climate change: Plant a tree!
Motivate others to take individual actions to fight climate change
What were the media mix and weighting, and why?
Current surveys indicate that the Internet is the primary communications medium, followed by TV, in some of the biggest European countries. It has increasingly become a key medium for advertisers aiming to reach this target audience. Social Media such as Facebook, MySpace or YouTube are the most important channels for reaching a target group of 14 to 29 year olds
This leads to the assumption that young people can be easily motivated to take part in online initiatives. Interactive communication measures, in which the target group is given the opportunity to articulate and self-project itself, are also likely to go over very well. In order to reach them and to make use of the time they spend online, online advertising was a key measure in this campaign.
Since the campaign was strongly focused on the Eastern European Member States, their media consumption had to be taken into account. Television is more popular than the Internet in Eastern Europe in comparison to Western Europe. Therefore, classical TV advertising was used in the campaign as well as partnership building with stakeholders such as environmental or youth organisations.
Therefore the promotional campaign focused on the following forms of media:
Online, MySpace, Viral Spots, TV, Media Relations/Offline
Give some indication of the size of your media budget.
The budget for online advertising on MySpace was 50,000 Euros for the whole campaign. The media spending for TV advertising in Romania, Bulgarian, Hungary and the Czech Republic was approximately 75,000 Euros. The offline activities summed up to about 10,000 Euros.
Define the target audience.
The aim of Click a Tree was to reach 14 to 29 year-old Europeans from ten target countries to get actively involved in the fight against climate change. Eastern Europe countries such as Hungary, Poland, Romania, the Czech Republic and Bulgaria were selected because young people there are less informed about climate change than citizens in Western and especially in Northern European countries. In the UK, France and Germany the biggest audience could be reached and Denmark and Sweden were chosen because the World Climate Conference was taking place in Copenhagen in December 2009.
The target group was chosen because raising awareness of energy-climate change among young people is extremely important. It is essential to establish a green consciousness at an early stage in order to raise responsible adults. They should actively be involved in the fight against climate change because global warming is one of the major challenges for the future.
Young Europeans generally tend to demonstrate a high level of sensitivity to environmental issues. People aged 14 to 29 years old are more inclined to think that global warming/climate change is a serious problem than older respondents. The sensitivity for the topic decreases as the age level rises.
The objective of the campaign was to encourage young Europeans (14-29 years old) from ten target countries to plant one of 5000 trees. The entire campaign was based on a competition where people could get a tree for free. In terms of communication, the campaign aimed to do the following: - Raise awareness of young Europeans about the necessity to fight climate change - Encourage young Europeans to take individual actions to reduce their own emissions - Increase the target groups knowledge of their own impact on CO2 emissions - Raise awareness of young people on the added value that the EU places on climate action and to build support for this To measure the success of the campaign the number of website visitors, the number of participants who planted a tree, the viewers of the viral spots and the friends on MySpace were used as indicators. The campaign launch took place in June 2009. The deadline for the competition was November 15th 2009.