v8 racing green
Client relationship since June 2007.
To carbon offset, recycle, etc. is no longer just a nice corporate thing to do. More and more consumers expect organisations to be giving back to the community and environment. Being environmentally responsible and “green” is becoming an expectation of consumers.
V8 Supercars Australia understand that V8 engines cause a substantial increase in CO2 emissions and have proactively decided to help reduce the harm to the environment. They also realise that to engage with these environmentally-conscience consumers they must also engage them with their ‘green’ programs, behaviours and philosophies.
In a world-first initiative for motor racing, the V8 Racing Green program was introduced in early 2007 to completely carbon offset all of the racing, travel and transport activities of the V8 Supercar Championship Series and Fujitsu V8 Supercar Series. CumminsNitro recognised this as an opportunity to convert the initiative into consumer value by creating awareness and engaging the target audience with the program. This in turn would help broaden the positioning of V8 Supercars to more consumers.
To allow consumers to fully engage and interact with the program, a website was the natural and obvious solution. Through the website we could better engage the audience giving them a greater understanding of what they can do to help reduce their impact on the environment. They can calculate their car’s impact on the environment and make a simple payment to offset their own emissions. They can also see tips on how to reduce their impact through better habits.
The website was supported by a 15sec TVC, print ads in race programmes and billboard advertising at the races, all of which drove people to the website www.v8racinggreen.com.au.
Check it out for yourself and challenge your friends to reduce their emissions too!
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