Results and Effectiveness

73 Organisations and schools adopted the idea. Minus One spread to over 120 countries. Over 150 000 people pledged to practice Minus One. Minus One Edition saved more than 350 000 paper sheets. 39 book titles are now available in Minus One edition. Samsung Printers got a lot of positive buzz on social network, blogs, news channels, newspapers and other media.

Creative Execution

Minus One Project was launched through an integrated campaign. Digital, Radio, outdoor and ambient mediums were used to develop Minus One as a habit. Seminars in offices, colleges and schools helped in wider adoption of the idea. In print media we did an innovation by reducing the font size of a classic novel by 1. The Minus One edition provided a hands-on experience to the book lovers while inspiring other publishers and authors to join the drive. Thereby, reducing paper consumption in the publishing industry. Minus One gave a whole new meaning to sustainable development.

Insights, Strategy and the Idea

Every year 5 million hectare forests come under axe to make paper, which is largely used for printing. In 2011, International Year of Forests, Samsung Printers set out to save paper to help our rapidly disappearing forests. We created a simple idea and introduced Minus One Project - Reduce the font size by 1. Save paper. Help the forests. It was a simple solution to a complicated problem. Unlike other social messages it didn't ask people to give up on anything. People felt empowered on knowing that they can help save forests even while doing their daily work. Minus One was adopted by organisation, institutes, schools and individuals. It changed the image of Samsung Printers and presented Samsung Printers as an eco-friendly company that talks smart solutions.