|
CASE STUDY:
PENNZOIL | CLEAN CHANGE CAMPAIGN ISSUE: Coyne PR was challenged to create a nationwide initiative to encourage do-it-yourself oil changers to properly clean-up by recycling their used oil. With the challenge the team was directed to develop a campaign to raise consumer awareness of Pennzoil’s new “clean” positioning. It was also communicated that the campaign create a relevant tie between local activation and Pennzoil’s clean messaging while fostering a positive relationship with existing Pennzoil retail partners providing the potential to elevate sales in 2009. IDEA: Shell/Pennzoil driver Kevin Harvick helped to kickoff the event at a Daytona Beach Wal-Mart and encouraged local residents to bring in their used motor oil for proper disposal. This green effort offered patrons a chance to personally meet Harvick and also helped raise money for the local chapter of the Boy Scouts. An area outside the Daytona Beach Wal-Mart store turned into a Pennzoil branded festival with the No. 29 car on hand, an eight-foot tall “clean” pledge wall that collected hundreds of signatures from residents and a 10-foot tall gauge that displayed the amount of motor oil collected. The Coyne creative team designed a campaign specific website -- cleanchange.org -- that offered visitors important motor oil recycling tips and a “pledge” page for consumers to commit to continuing to properly “clean up” after changing their vehicle’s motor oil. To help drive traffic to the website and generate awareness among enthusiasts, Coyne also issued a Social Media Press Release (SMPR) to online automotive media outlets and bloggers. IMPACT: The Pennzoil Clean Change kickoff event was a huge success with hundreds of Daytona residents bringing in more than 175 gallons of used motor oil to be recycled. In addition, more than $5,000 was raised for the Boy Scouts of Central Florida as Pennzoil donated $29 for each gallon of motor oil collected in honor of Harvick’s #29 Shell/Pennzoil race car. In addition, the initiative has caught the eye of Wal-Mart and will continue to be expanded upon in upcoming years. The event itself attracted a great deal of local media coverage highlighted by NBC and CBS stations in the Orlando/Daytona market and the Orlando Sentinel as well as national attention with an SMT featuring spokesperson and team owner Richard Childress appearing on ABC Sports Radio, NASCAR Radio and CNN.com. In total, the campaign has garnered more than 150 million media impressions to date. |
|
CSR/Sustainability Case Studies
