The Brief

Greenlam, an eco-friendly laminate maker, wants to promote its range of wood-free laminates. The entire collection is as beautiful and realistic as real wood and it does not harm Nature and trees throughout the manufacturing process.

Creative Execution

Greenlam designed Woodpecker door knockers. Made from recycled metal, these springy DMs mimicked the actual knocking of a real Woodpecker. Robbed of its home, the woodpecker's mission is to knock on doors, get people to switch to Greenlam and save trees. To effectively convert as many people as possible, Greenlam didn't target individual homeowners. Instead the Woodpeckers were sent directly to architects and interior designers – professionals who recommend the right materials to a large number of clients. They will have the power to persuade and influence more people on a daily basis.

Describe the creative solution to the brief/objective.

Demand for real wood flooring and furniture is increasing. Because of this, more trees and habitats are being destroyed every day. The key objective is to promote Greenlam eco-friendly, wood-free laminates over real wood. But the ultimate goal is get as many people to switch to Greenlam as possible. The more people that choose Greenlam, the more tree will eventually be saved.

Results

200 custom Woodpecker door knockers were placed at the offices of top architect and interior design firms. The woodpecker's knocking surprised many people. But it was its environmental message that won everyone over. 157 recipients responded positively – they are now new partners of Greenlam. (Conversion rate of 78.5%) Although it's only a small pool of professionals, they have an infinite area of influence. Encouraging results for a campaign that costs Greenlam no more than $10,000 to do.