Everybody knows how cars, vans, motorbikes and lorries impact the environment, and quite rightly, we are all taking steps to address this. A little-known fact though, is that your average rotary petrol mower contributes as much pollution as eleven family cars combined over one hour’s use (US Environmental Protection Agency figures). With c.23m gardens in the UK, this equates the carbon output of 1.1m barrels of oil per hour if all those lawns were mown simultaneously.
Positec is a privately owned Chinese company, whose owner has a mission to reduce the world’s CO2 emissions by producing battery-operated DIY and gardening tools, which includes state-of-the-art robotic mowers. The following paper outlines how we mined some exclusive data to help us pinpoint the larger gardens (biggest polluting) and exported that into a media that we knew this very discrete audience would engage with.
Use of Data: Bronze
The ’Team’ in this case really is the combination of the small but perfectly formed client marketing function, which includes Spencer Funnell, Nicki Jones and Joe Chuter, who work very closely with us at Space & Time and allow us a free rein to develop not just media ideas but also to contribute to the longer-term business strategies. The Space & Time part of the team comprises of Justin Stracey and Lyle Kercher, who lead the account planning and growth strategy, aided by Richard Linklater on search, and Tilton Fernandes on social.