#IAmGreenArmy
01
The Client
Mahindra Lifespaces is the real estate and infrastructure development arm of the Mahindra Group. Mahindra Lifespaces has been at the forefront of transforming urban landscapes by creating sustainable communities and is one of India’s first ‘Green Homes’ developers. With this philosophy, the company espouses Green Design and Healthy Living as the foundation for all its projects. It is one of the first companies to receive the platinum-rated green homes pre-certification from IGBC and today, all of Mahindra Lifespaces’ residential projects are pre-certified green buildings by IGBC.
02
The Agency
GOZOOP Group is an independent marketing group servicing some of the country’s top brands and providing creative ideas that are executed offline and online.
03
Problem Statement
Mahindra Lifespaces’ Green Army initiative is an outreach program that identifies children as primary change agents of the future. It aims to educate children on sustainable living habits and choices while encouraging them to spread the word among peer groups.
‘Green Army’ was launched in 2014 as a school workshop program, leveraging AVs, games, live demos, volunteering activities, and a ‘green report card’ to inculcate sustainable habits in children.
Through this pioneering movement, Mahindra Lifespaces aims at creating catalysts through one million caring citizens across the nation, who it anticipates to become the torchbearers of sustainable living.
Our challenge was to take this idea into the digital space, in a way that would not only enable participation but would also translate into a meaningful long-term impact.
04
Identified Objectives
To kickstart the second leg of Mahindra Lifespaces’ Green Army initiative with a bang, by taking the initiative to digital platforms and creating sizable impact via enhanced outreach and engagement.
To improve the awareness of Mahindra Lifespaces’ Green Army initiative and establish a deeper connection with the brand Mahindra Lifespaces as a company that cares deeply for the future of the planet.
To communicate the brand’s philosophy by highlighting the need for environmentally sustainable practices/habits and inculcate these habits in the audience’s daily lives.
To spread the message to 1 million caring citizens on digital platforms.
To drive engagement with the brand by facilitating conversations between the audience and the brand.
05
Strategy/Execution
The Idea
Sustainability is more than just a mantra. For it to work, it needs to be a way of life.
Research suggests that it takes 18-254 days to form a habit. The confluence of these insights helped us derive our approach on how to take forward the Green Army campaign across Digital platforms.
A new idea was thus born - an 18-day challenge that would involve our audience, inspiring them to take simple steps in their day-to-day lives that would collectively have a significant impact on the environment, both in the immediate future and in the long term.
The Plan
The campaign was implemented on two platforms - Facebook & Twitter - for over 20 days.
Phase I
#IAmGreenArmy with its presence online and offline aims to engage with all age groups. In alignment with the brand’s commitment towards sustainable urbanization, the #IAmGreenArmy initiative is focused on inculcating green and sustainable living habits to promote energy conservation and preservation of water and natural resources by recycling/reusing materials and reducing waste.
The aim was to reach more people through digital activations. The campaign was launched with a video and a photo album on social media. The video sought to create awareness about the initiative and invite audiences to sign up for the contest. The video was also a build-up to the main campaign.
Phase II
Each day, the brand posted a new challenge for the audience to participate. The challenges comprised simple tasks that could be completed with minimal effort, both online and offline. With each task, the brand educated audiences on the impact their actions can have on the environment.
Participants were rewarded with prizes on a daily basis. Moreover, three ‘Green Challengers’ who completed all 18 challenges were selected as grand winners.
Here are a few examples of the tasks.
- Climb your way to a green India. Tell us how many stairs you climbed today using #IAmGreenArmy
- Zero waste makes way for a 100% better tomorrow. Ready for it? Share your zero waste hacks using #IAmGreenArmy
- Because every drop counts! Share simple ideas through which you can save water in your daily lives using #IAmGreenArmy
06
Results
The response of the audience exceeded all expectations and the feedback received across platforms was overwhelming.
The launch video received over 1 lakh views across platforms.
Total impressions across platforms exceeded a whopping 42 million.
Total engagement received across social platforms (Facebook & Twitter) was over 2.6 lakhs.
Over the course of 18 days, the page received 4,753 comments, making it an incredibly successful campaign.
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Observations
The campaign ran for over 18 days and audience participation was consistent throughout the tenure of the campaign. This was a result of the interesting yet easy nature of the challenges, the audience’s existing awareness about sustainable living, and the perfect nudge in the right direction provided by the campaign (audience profiling was super important here).
The takeaway: To bring a positive change to the environment, simple acts that help conserve environmental resources need to be a part of one’s daily habits.
