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ADVERTISING CAMPAIGNS

Innocent Drinks ‘Buy One Get One Tree’

Agency: Soup

Client: Innocent Drinks

Innocent Drinks have launched a new campaign aimed at supporting sustainable tree planting schemes in rural India and Africa.

Under ‘Buy One Get One Tree’, once a consumer has bought an innocent special promotional smoothie carton and registered on the microsite, funding will be provided to support sustainable tree planting schemes in India and Africa.

Rural communities that plant the trees will receive income for 10 years for looking after the trees, and will receive training on sustainable agriculture. Innocent aims to plant 100,000 trees during this promotion.

Digital Marketing Agency, Soup has created a microsite which is the hub of an integrated campaign supported by on and offline advertising and a comprehensive PPC campaign.

On the site the user sees that not only a real tree but a virtual tree is planted upon their registration. Virtual trees can have messages attached to them or notes can be sent to friends who can then locate the tree in a growing virtual forest.

The website also helps promote the innocent community and provides users with the opportunity to download widgets which they can upload onto blogs, websites and community sites

The widgets have been created with dynamic functionality displaying the number of trees that the user may have planted.

AJR
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