Module: Corporate Reputation Management
Client: PC Co
My role in this project: Creative Director - in charge of creative concept and design of all creatives.
Project brief:
Your agency has been engaged to conceptualise a holistic, integrated campaign that will help to enhance PC Co’s corporate reputation by:
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(i) demonstrating its commitment to sustainable practices and environmental responsibility
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(ii) strengthening its position as a world’s leading green electronics company
(iii) establishing its leadership as a global organisation
Goal
To reinforce PC Co’s position as the top brand that publics think of when it comes to eco-friendly electronics through our various campaign efforts and media strategy.
Target Publics
Age: 16 - 25
Tertiary Students & Young Working Adults
Big Idea
PC Co - Lets HELP PROTECT EARTHA.
Personify earth as a character called “Eartha”.
Our events would revolve around this “Protect Eartha” idea.
Meet Eartha!
The batter bar represents the energy and body condition. It also represents the awareness level.
With each campaign activities, the level of battery bar will increase as people become more aware of the environmental issue on Earth.
1 year campaign activites
Building relationship with analysts and media relations effort
To have spokesperson to profile the company as the world’s leading electronics company that produces eco-friendly products on The Raffles Conversation on business times
Corporate Literature and Identity
Inforgraphics to be placed and revamping of the environmental section of website to include campaign updates and upcoming activites.
Stickers to be placed on brand's products that are recyclable and environmentally friendly. Acts as a stamp to represent good environmental sustainability efforts.
Video launch and Twitter engagement
Outdoor booth (Informative and Involvement)
An informative booth will be set up at town area to explain Eartha's role and what is this campaign about. People can pledge to protect Eartha by choosing environmental friendly electronic products over those that are not. A photo booth will be present for involvement of the publics. This links to an instagram contest.
1. Take photos at the pop-up photo booth at the “Pledge for Eartha” Event.
2. Post photos with the hashtag #HelpProtectEartha
3. Tag 3 other friends Stand a chance to win attractive shopping vouchers and tickets to participate in the upcoming EarthArts Festival.
Outdoor recycling event: Go green for Eartha
Objective: To educate the importance of recycling, and how to recycle the right way to the target publics and to let our target publics take action, through recycling old electronics, recyclable materials, cans, metal pieces etc.
Venue: Event area outside of Ngee Ann City.
To kickstart the event, booths will be set up to educate our publics about Eartha, the collection campaign, and PC Co’s environmental sustainability efforts.
The goal of the collection exercise will be to collect 50kg of recycled electronic parts to raise 20% of the battery bar. Participants of the collection initiative during the launch will stand a chance to get PC Co products and discount vouchers.
We will continue with this collection initiative in the next 6 months at major retailers that carry PC Co products.
Outdoor event: EarthArts Festival
Music Concert tickets to be sold for $50 per pax.
Event Tshirts to be given away and participants will need to bring their own cutlery.
Why?
To promote environmental friendliness and PC Co’s environmental sustainability efforts in the event through
mentions by the artists, snippets about environmental friendliness by our spokespeople and media publicity
Who?
Performance line up: Kurt Hugo Schneider, Gentle Bones, Ah Boys To Men Cast
Where?
Singapore Botanic Gardens (the Gardens)
