Communicating for impact
2021 AWARD FINALIST
Sponsored by Kind&Co
The Green Kiwi Roadtrip is a competition for AA Smartfuel and AA members who convert their discounts to carbon offsets through CarbonClick. The winner receives a fully funded green road trip including a Tesla rental. The competition aims to encourage sustainable consumption habits amongst Kiwi drivers.
The campaign targets 2.7 million AA Smartfuel members. Within the first three days of the campaign, drivers offset 1,100kg of CO2. CarbonClick used gamification to communicate the competition and stimulate engagement. The campaign narrative celebrated sustainable domestic tourism in New Zealand, supported by educational content,= such as climate friendly driving tips and updates.
CarbonClick educates customers around ways to reduce their impact, sending every new business customer a ‘climate warrior toolkit’ to support them in responsibly communicating their sustainable action to their customers.