The Brief

China is responsible for 22.3% of the world’s total CO2 emission. In major cities, company-owned cars are one of the many contributors. The objective of the campaign was to reduce the amount of CO2 emissions discharged by company-owned cars. It was impossible to talk to everyone in China, so we targeted the leaders CEOs and heads of corporations to be specific. The strategy was to create an event that will have a snowball effect on the corporations as well as the industry.

Creative Execution

No other non-profit organization has used a business angle to approach an environmental issue. No one has done a CEO bus pool before. It’s most appropriate for the China Environmental Protection Foundation because they’re tapping into the insights of doing business in China: 1. Targeting corporation heads to create a snowball effect on the employees and industry. 2. Using Networking as a hook to get CEOs to give up their comfortable car ride to work.

Describe the creative solution to the brief/objective.

We created “The Green Class Bus”, a CEO bus pool and invited CEOs to give up their cushy company car ride and take this event bus to work instead. The trade off will be the opportunity to network with other heads of corporations and new prospects plus free PR for their companies. With this event, CEOs will set an example for their employees and other corporations in their industry.

Results

The Chairman of the Belgium Chamber of Commerce and the General Manager of the Hong Kong Chamber of Commerce in China attended. They are requesting for more of such events and they’re promoting it other members in their society. There’s now a waiting list for the next Green Class Bus event. The China Environmental Protection Foundation is currently planning to expand and make this a regular event in 12 other major cities in China.