The Relationship
LBi has worked with British Gas on the Generation Green programme since its inception in late 2007. The project was launched as part of their ongoing environmental work, aiming to bring together pupils, parents, teachers, and schools to help make the world a greener place. As a digitally led project, LBi and British Gas shaped the strategic direction together, which made sure an engaging and robust digital platform was delivered.
The Work
With greenwash a very 21st century phobia, we realised that this was a very crowded marketplace. Therefore British Gas needed a programme that could cut through and engage the audience in an original and compelling way. So the concept behind the website we created was simple: schools, parents, and pupils had to make pledges based around carrying out real green tasks for which they would be rewarded in the form of leaves. These leaves could then be redeemed online for green prizes for the school. As an extension of the programme, we also developed 'Professor Green and the Eco-Rangers': a visually rich, interactive game with a customisable character and school leaderboard.
The 'green thing' was driven home in a context that every child could enjoy and understand.
The Outcome
www.generationgreen.co.uk launched in April 2008 to great interest from schools, children, the media, and the interactive community. An extensive TV and online advertising campaign generated traffic from day one. Over 9,600 schools registered (with a potential influence on more than 3 million children), and more than 20,000 lesson plans were downloaded, resulting in well above 300,000 hours of teaching. 100,000 activities were completed (ranging from appointing light monitors to long-term carbon reduction programmes). And as we speak, 27,000 schools have now reduced their carbon footprint.
Tags: award-winning, branded experience, Centrica, client, gaming, Generation Green, green, social, strategy, tech
Update: D&AD New Blood takes on a life of its own…
Looks like people are having fun with our New Blood campaign. The posters are popping up all over the place. Those of you who walk past Wieden + Kennedy in the mornings may have noticed one proudly displayed centre/front in their window. Apparently Dare, Mother, Poke and a whole bunch of others also have them up. Below are just a few examples of how our campaign has (umpromtedly – new word) taken a life of its own:
Tags: award-winning, campaign, charity, comms, event, Web design
LBi’s SYRUP wins ‘International people’s voice award’ at the WEBBY’s
Syrup’s Hello FRA campaign is this years People’s Voice Award Winner in Interactive Advertising at the 13th Annual Webby Awards.
Hailed as the “Internets highest honour” by the New York Times, 500,000 people voted for their favourite websites, videos and ads. Syrup Stockholm will pick up their award in New York on 8th June, fans will be able to watch the ceremony, including Syrup’s ‘5 word only’ speech via YouTube.
Hello FRA is the campaign that introduced digital disobedience to the net. In spring 2008, the Swedish government proposed a new law that makes mass-surveillance of e-mail-traffic, sms, phones, etc. possible of Swedes without suspicions of illegal activity. With the campaign Hello FRA, the little independent newspaper Fria Tidningen, gave people the opportunity to sabotage the new law and join the fight.
Syrup created a simple standard text that people can put in their e-mails that makes FRA’s computerized search programs react. This will make the FRA’s digital e-mail filters busy analyzing ordinary e-mails, and will make their million-dollar investment worthless. With a simple mail signature people can spread the word through their daily mail communication. The text can be changed randomly with different “dangerous” trigger words. Without any media investment, the campaign spread instantly,, e-mail to e-mail and blog to blog.
Fredrik Lundgren, Creative Director at Syrup, “The beauty of the campaign is that it shows that people wish to be part of the message. A very simple way to use the social functions on the net and give people a tool to express their view”.
Jonas Sandström, marketing director at Fria Tidningen, “The first time I got an email with a Hello FRA-signature in my mailbox from an outside contact; I realized the extent of the campaign.”
The 13th Annual Webby Awards received nearly 10,000 entries from over 60 countries and all 50 states.
Tags: Amsterdam, award-winning, campaign, ePr, event, LBi Group, Syrup, Vodafone
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