POW - Protect Our Winters
Project
The goal of this project is to mobilize outdoor sports enthusiasts to protect the climate
encouraging them to take the train while promoting the brand.
> Changing mobility behaviours
> Associate the cause with the brand
> Do not have a moralizing tone in your communication.
> Deploying a campaign without a budget
How?
> By reversing the train's system of value > Showing that taking the TRAIN is more rewarding than taking the CAR.
> Motivate the target by rewarding the persons who have taken the train by giving them a "badge of honour", who will give a feeling of belonging to develop a mass effect.
Campaign
What if taking the train was as simple as closing your ski jacket?
What if taking the train was a simple gesture?
What if protecting our winters was a simple gesture?
PROTECT OUR WINTERS WITH A SIMPLE GESTURE #TAKETHETRAIN
Posters
Campaign's symbol
Project's Video
Social Media
The goal is for the POW community to show its commitment on social networks
Are you also committed to protecting our winters?
