Air Future

Basic Event Information

Date: 28th November 2017
Location: Belexpocentar, Belgrade, Serbia
Organizer: M2Communications
Client: Delta Motors Serbia
Event type: Conceptual Event

EVENT CATEGORY: CATEGORY B2C

Event description and key objectives

BEEP (Bosnia Energy Efficiency Project) is the biggest energy efficiency project in the country. One of the main project goals is low-carbon urban development, which is being achieved, among other, by raising awareness about smart energy use and decreasing overall energy consumption. On the occasion of World Energy Efficiency Day in 2017., we conceptualized and implemented an event that aimed to bring attention to different possible variations of our future environment. Our cities are suffocating from air pollution, with respiratory health problems amongst citizens consistently increasing. Instead of simply telling audiences to be energy efficient, we decided to take them on a trip to Bosnia and Herzegovina 30 years from now. The creative idea was based upon bringing an imaginary airline company “Air Future” to life, with flight tickets, brochures, flight attendants, a website, promotional videos and an office, welcoming visitors of the most frequented shopping centre in the country (Sarajevo City Centre).

Key challenges

Key challenge was identifying trigger that can affect behavioural change of target audience, in terms of switching from non efficient and huge energy consumption, that affects huge emission of CO2, resulting in unhealthy environment, to smart/rational energy use. The challenge was to identify key motivational factor/pain point of the target audience, as well as to offer innovation and wow effect, that results in attracting attention and consideration of the key desired behaviour. The challenge was also in the need to address individual responsibility of the general population, on the future environment they live in, while still being positive and affirmative in its core tone.

Event results

Creativity

The creative idea was based upon bringing an imaginary airline company “Air Future” to life, with flight tickets, brochures, flight attendants, a website, promotional videos and an office, welcoming visitors of the most frequented shopping centre in the country (Sarajevo City Centre).

Innovation

The event was online/offline based, allowing reach to the target audience throughout both channel sets. It provided means to educate target audience, by offering unexpected experience and engaging them into direct event participation. Energy efficiency has been a topic that mostly focuses on promoting ways in which people can behave energy efficient, that doesn’t produce desired behavioural change. The innovation in terms of communication was emphasising the individual responsibility of each one of us, to the greater goal – the environment we live in. So, the final message, education about the actual smart energy use, has been sent through visually appealing, interactive and unexpected event.

Execution

Event Execution has been implemented under supervision of Project Manager, Event Manager and supporting staff. The event concept was based on high level creativity and minimising production costs, which has been marked as success.

Measurable results

  • More than 30.000 event visitors
  • Over 100.000 EUR of PR value
  • Over 180.000 views on social media
  • Reached over 750.000 people in total

Communication

From the communication point of view, the event resulted in key positive learnings, that affected later BEEP’s communication strategy update. The creative concept, that was based on the promotion of negative effects of energy inefficient behaviour by general public, addressing their responsibility in a subtile, but affirmative way, resulted in an updated communication strategy, that added this motivational factor, to the most usual – financial savings. Another key result is a long-term relationship with a media, that welcomed their role in promotion of energy efficiency, by becoming aware of their professional responsibility. The work on the media role is still in progress, but the event was considered as a quality starting point.

The use of sustainable practices

The topic of the event is in it’s essence based on the definition of the sustainability, in this particular case, the sustainability of the lives on the planet Earth, by educating target audience about energy efficiency. In addition, the main event implementation goal was to provide maximum experience and presentation of the creative concept, with a minimum printing and physical production work. In this sense, minimum quantities of the promo materials were printed and the communication was supported with online channels.