The Benefits of Waste Separation: FairPay

[Agency: Havas PR Germany, Hamburg]

Challenge: Abfallwirtschaft Südholstein (AWSH), a German waste management company, was introducing a new tariff concept. Our challenge was to support AWSH’s concept with effective media communication to increase acceptance among citizens.

Actions: Havas PR Hamburg developed the campaign “FairPay” to provide AWSH’s customers with incentives to separate recyclable materials from residual waste. By actively communicating the benefits of waste separation, the campaign taught consumers that the new tariff system is more economical and fair: It helps 80 to 90 percent of customers reduce their expenses for waste disposal, but only if they separate their waste consistently. Customers now understand the correlation between the separation of recyclable materials and the benefits for themselves.

Press conferences, active media work, team training, a hotline and an information brochure helped to make the new tariff concept and its benefits well known to a majority of citizens. Furthermore, Havas PR Hamburg provided AWSH with a tariff calculator on its website, newspaper advertorials, and posters and banners to achieve a high level of acceptance.

Results: More than 100 positive to neutral media publications and about 40,000 change requests for bio and paper bins confirm the campaign’s success. In 2014, AWSH registered an increase of 3,500 tons of bio waste, about 500 tons of additional waste paper and a decrease of about 1,200 tons of residual waste compared with 2013.

THE ECONOMIST GROUP

[Agency: Havas PR Global Collective]

Challenge: For the first time in the 171-year history of The Economist, the publication would be changing its timing and format. The new daily (weekday) edition for smartphones—called The Economist Espresso—would launch Nov. 7, 2014, and Havas PR North America (with assistance from our Havas PR Global Collective teammates in APAC, France, Germany and the U.K.) was assigned to create headlines about the media outlet in other media outlets. The placements we secured would not only get the news out and tell stories about the brand, but they would also help increase downloads of the app (economist.com/digital).

Actions: Each aspect of our strategy was designed to increase shareability of the news about Espresso’s launch and to engage fans and prospective readers alike in order to boost downloads of the app—and create an even larger advocate base. Havas PR helped to identify 500 influencers and 200 of The Economist’s top advocates, then distributed to-the-point releases. Likewise, we sent concise pitches to targeted top-tier media outlets.

Results: Havas PR brokered exclusives with Financial Times, The Guardian, The New York Times and The Wall Street Journal that published the second the app was available for download, boosting visibility of The Economist’s brand in conjunction with the launch of Espresso. Media coverage in the first five weeks reached nearly 600 media outlets, with a combined audience of 200 million readers. Global, national, advertising and marketing outlets jumped on the story, from Le Monde, O Globo and PBS to Fast Company, Campaign Asia-Pacific, Mumbrella and more. Espresso downloads total more than 650,000 to date. Today Havas PR North America’s Havas Peaks C-suite consultancy is establishing The Economist’s top executives and editors as innovators who have successfully navigated today’s changing media landscape.

SODEXO

[Agency: Havas PR Global Collective]

Challenge: Headquartered in France, Sodexo wasn’t particularly well known in the U.S., where it had been inaccurately perceived as just a food service/catering company. The company’s positioning as a leader in quality-of-life services needed to be explained to American journalists in a way they could relate to and find newsworthy.

Actions: Havas PR Paris and New York, along with logistics managers Havas Events, embarked on a 10-month PR campaign, culminating in a high-level conference in New York. We hit the ground running in fall 2014, placing a series of op-eds to introduce quality-of-life topics to the U.S. and global business and trade media. In January 2015, Havas coordinated a targeted tweet campaign and a blogger day; add in an executive media tour in March and the stage was set for success at the May conference. Onsite, the global PR team set up media training for all executive committee members and coordinated and executed a schedule of more than 25 interviews.

Results: The campaign was a success, introducing quality of life to a high-level audience of more than 200 leaders in the corporate, healthcare and education sectors. Blogger and Twitter impressions reached more than 3 million, and the op-eds, CEO media tour and on-site interviews garnered more than 50 million impressions. Best of all, the client appreciated our ability to truly operate as a joint global team.

Safedom Technology Holding Group

[Agency: Porda Havas]

Challenge: Safedom aimed to enhance its profile in the overseas market and attract potential partners and acquisition targets in Europe. The company wanted to achieve this through focused media coverage of its leading-edge technology, as well as by highlighting its willingness to work with European partners.

Actions: Porda Havas provided strategic counseling and overall coordination of media outreach activities, executing the overall media program and acting as a media center to handle inquiries. We drafted and fine-tuned the company’s communications materials and translated copies. Our agency identified and confirmed one-on-one interview opportunities with key financial media, then interpreted during the interviews and followed up with the news portals. In addition, we prepared a meeting briefing for Safedom management for a visit to Europe, including an introduction to journalists and instructions on sensitive matters.

Results: We maximized media exposure for Safedom management’s European visit and helped the company deliver key messages to its target audience effectively. Our agency monitored more than 50 news articles from the international media, which underscored the success of the program. Stories ran in Financial Times, The Economist, Bloomberg, CNN and Reuters, plus mainstream Chinese media including Can Kao Xiao Xi, Xinhua International, China Daily Online, Caixun.com, People.com.cn, Sina.com and iFeng.com. All media coverage was very positive.

Strengthening Maersk Line’s Image

[Agency: Havas PR Warsaw]

Challenge: Maersk Line is one of the leading container shipping companies in the world, belonging to A.P. Moller-Maersk Group. The company wanted to reinforce an image of the leader in sea transport in Poland, emphasizing ecological and economic aspects, while facing the challenge of complicated specificity of sea transport in Poland and the limited number of media types taking up the topic of sea transport.

Actions: Havas PR Warsaw tackled the communication launch of the Maersk Line brand among business and opinion-forming media. We prepared a dedicated communications plan, initiating contact with media (including Message House PR) and drafting Q&As. We also developed a communications strategy that included a media teaser and a special press conference with business and government VIPs in attendance. After the launch, our agency started conducting regular media relations, inquiry handling, and expert positioning in business and trade media.

Results: In just the first two months, more than 600 mentions about Maersk Line appeared in media. The company was strongly positioned as a significant partner of port city Gdańsk.

[photo: creativecommons.org/L2F1]