Chemistry creates integrated activity for Velvet
Integrated campaign by Chemistry Communications supports Velvet's Campaign for Trees
Chemistry Communications has created an extensive online campaign to help engage consumers with Velvet's recently launched Campaign for Trees initiative.
Velvet’s ‘Campaign for Trees’ aims to push the brand’s environmental commitment to sustainability, which is that for every tree it uses it grows three more. Launched in May, the initiative has been designed to provide consumers with an easy way to participate in supporting the environment by simply buying Velvet toilet tissue instead of other brands.
The digital campaign involves interactive banner ads, skyscrapers and MPUs, which change when a user's mouse rolls over it, from a bear baron city landscape, to a luscious, green, tree-filled one.
The interactive ads drive awareness of the brand message while showing how more trees make dull, urban areas more beautiful and ‘softer, greener and lovelier places’ in line with the brand message. Consumers are offered the chance to claim a free baby tree (sapling) by visiting the Velvet website www.velvettissue.com.
Chemistry has built a dedicated microsite (www.velvettissue.com/campaign-for-trees) containing details about the campaign. It includes an option for consumers to claim one of the 250,000 tree saplings that Velvet is giving away to help consumers become engaged with its tree planting promise and get involved by doing their bit.
As well as providing free saplings, the campaign also involves a tree planting initiative in collaboration with the charity Trees for Cities, to which Velvet has donated £20,000. Consumers can vote on the microsite for the area that they think is most deserving or in-need of a tree planting initiative.
Rob Trono, interactive creative director at Chemistry Communications, said: “Velvet takes its responsibility to the environment seriously. This integrated activity helps engage consumers with the message highlighting their commitment to sustainability.”
Andrea Thompson, Velvet’s assistant brand manager, said: “Our Campaign for Trees is a way to help busy consumers who are concerned about the environment make a difference by buying Velvet toilet tissue.
“We want Velvet’s commitment to the environment to resonate with ethically conscious consumers and this activity provides an engaging way to do this. The sapling giveaway and funded tree-planting project through consumer votes will help align the Velvet brand more closely with our promise that for every tree we use we will grow three more.”