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Name of the Campaign: Biofore — Redefining the forest industry.
Initial situation: Traditional forest industry is in the middle of a major transformation process. The digital media revolution and climate change along with other environment-related issues have all shaken traditional beliefs and expectations.
We´re living in the middle of the sixth industrial revolution. And that revolution is bio-based. From UPM´s point of view this is a very interesting development. Because in the bio-based market they have a lot to offer: bioenergy, biofuels for transport, biomaterials like wood plastic composites — and even paper.
Paper meets all key fundamental elements of sustainability. It´s renewable, recyclable and re-usable. How many other products can boast similar features? However, there´s a major challenge for UPM: the company is still perceived as a traditional forest industry company.
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Campaign objectives:
- To drop old fashioned forest industry image.
- To create a totally new business category for the bio-based market.
- To be the first and to differentiate ourselves from competition.
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Creative strategy: Firstly we had to redefine and rename the new business category. We had to combine the traditional forest industry with our vision about the future. The new definition is Biofore. Bio stands for our future orientation, sustainable solutions and good environmental performance. Fore means forest and being at the forefront. UPM was now repositioned. It was now The Biofore Company.
This message was then conveyed to all stakeholders internally and externally through all possible communications channels.
We started a massive Biofore brand movement internally gathering dozens of different Biofore stories and case histories from different businesses and provided them to UPM people.
Externally we secured a strong online presence (e.g. a dedicated Biofore website) and started an advertising campaign telling about our new exciting direction and about the new profitable business opportunities in the bio-based market.
Total marketing expenditure: Confidential.
Campaign results: The brand development process in still ongoing. The first brand tracking survey will be implemented in November 2011. |
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