by Eleonora Anello
How does the world become without the use of renewable energy? This was figured out by Lecce 2080, articulated and complex ambient marketing campaign that in early summer has animated the streets of the city in Puglia. Through the original communication project, Nextwind, a company that deals with alternative energy, said goodbye to the market in this Italian region. In this way, the company has wanted to make people think about possible scenarios related to environmental choices that exclude low energy impact.
But let's see what it is. «The project we have packaged for Nextwind – the communication agency Utopya Minds Lab explain in a note - is a shocking campaign. The duration of the whole action was 45-days and was divided into 3 phases: teaser, transition and revealing. The beginning was marked by street marketing action which involved the placement of paper made eggs placed in strategic points of the city. Conventional and un-conventional means integrated together to hit multiple targets at different times. The concept is clear: in 2080 for not having kids-fish originating from genetic mutations and the sunken cities, now it is necessary make “alternative” choices. The tone of the campaign is a growing, from the melancholy record of the 'virtual diary' kept by the father of this imaginary baby (ndr Spigolino) on the lecce2080.it site on the determination of the complaint that the company wanted to do to give its version of events . As regards the results, we prefer to quote the numbers: the site had over 18,000 unique visits and over 23,000 pages were viewed. The Facebook Fanpage has collected nearly 1,700 preferences and more than 5,000 visits. We have been in more than 30 articles in paper and web and have been involved hundreds of blogs. With a readership of over 1,000,000 readers/users, the campaign has far exceeded the primary target (local) also reaching the secondary (national)».
One of the targets of Nextwind moral testament was to the Administration Region, and, perhaps, beyond all expectations, the campaign has hit even higher, becoming the subject of a parliamentary question, but it has not been viewed positively by all the citizens of Lecce, what one reads between the comments assigned to the local newspapers. «The wolf in sheep's clothing. That’s the Nextwind. Italia Nostra, GenerAzione, Biocontestiamo and all the Salento municipalities should "accommodate" the huge wind parks are fighting hard against the choice made by this company of 20 Italians, bah .... only a link that asks our money to government incentives, subtracts the land to the farmers and sells ready-made projects speculating Scottish and Spanish companies. Spigolino arrived in Parliament but rather a moral issue: is it right that a company that sells wind turbines creates terror to make Salento citizens accept the dirty choices with the dress of the green economy?».
So not all of them are intimidated. Somebody openly criticize the choices of communication, «“Awareness” Campaign? But please, do not make fun of us! This campaign only served to sensitize the people on the plant in Salento endless expanse of wind turbines. There is very little awareness. It is not talk about saving energy, reducing energy costs, educational and environmental aspects ... It is not talk about raising awareness of renewable energy, the real ones! Moreover, these gentlemen, paladins of the green-economy, do not even have decency to listen to the "against" voices. On the group page on Facebook, they delete the negative comments, and take away the right to write to the users who are against! It ‘s good that you know this too!».
So, without the happy ending, the Spigolino adventure has concluded.
But let's see what it is. «The project we have packaged for Nextwind – the communication agency Utopya Minds Lab explain in a note - is a shocking campaign. The duration of the whole action was 45-days and was divided into 3 phases: teaser, transition and revealing. The beginning was marked by street marketing action which involved the placement of paper made eggs placed in strategic points of the city. Conventional and un-conventional means integrated together to hit multiple targets at different times. The concept is clear: in 2080 for not having kids-fish originating from genetic mutations and the sunken cities, now it is necessary make “alternative” choices. The tone of the campaign is a growing, from the melancholy record of the 'virtual diary' kept by the father of this imaginary baby (ndr Spigolino) on the lecce2080.it site on the determination of the complaint that the company wanted to do to give its version of events . As regards the results, we prefer to quote the numbers: the site had over 18,000 unique visits and over 23,000 pages were viewed. The Facebook Fanpage has collected nearly 1,700 preferences and more than 5,000 visits. We have been in more than 30 articles in paper and web and have been involved hundreds of blogs. With a readership of over 1,000,000 readers/users, the campaign has far exceeded the primary target (local) also reaching the secondary (national)».
One of the targets of Nextwind moral testament was to the Administration Region, and, perhaps, beyond all expectations, the campaign has hit even higher, becoming the subject of a parliamentary question, but it has not been viewed positively by all the citizens of Lecce, what one reads between the comments assigned to the local newspapers. «The wolf in sheep's clothing. That’s the Nextwind. Italia Nostra, GenerAzione, Biocontestiamo and all the Salento municipalities should "accommodate" the huge wind parks are fighting hard against the choice made by this company of 20 Italians, bah .... only a link that asks our money to government incentives, subtracts the land to the farmers and sells ready-made projects speculating Scottish and Spanish companies. Spigolino arrived in Parliament but rather a moral issue: is it right that a company that sells wind turbines creates terror to make Salento citizens accept the dirty choices with the dress of the green economy?».
So not all of them are intimidated. Somebody openly criticize the choices of communication, «“Awareness” Campaign? But please, do not make fun of us! This campaign only served to sensitize the people on the plant in Salento endless expanse of wind turbines. There is very little awareness. It is not talk about saving energy, reducing energy costs, educational and environmental aspects ... It is not talk about raising awareness of renewable energy, the real ones! Moreover, these gentlemen, paladins of the green-economy, do not even have decency to listen to the "against" voices. On the group page on Facebook, they delete the negative comments, and take away the right to write to the users who are against! It ‘s good that you know this too!».
So, without the happy ending, the Spigolino adventure has concluded.
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