SUMMARY & WAVE 2 OUTLOOK : I prefer 30 Campaign. Valérie Séjourné Director Sustainability & Communications - A.I.S.E.

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1 SUMMARY & WAVE 2 OUTLOOK : I prefer 30 Campaign Valérie Séjourné Director Sustainability & Communications - A.I.S.E.

2 A.I.S.E. International Association for soaps, detergents and maintenance products «The Voice of the Detergent and Maintenance products industry in Europe» 31 National Associations + 9 Direct Member Companies Across Europe and beyond 900 companies

3 Driving sustainability Steering the agenda through voluntary action SUSTAINABILITY STRATEGY through voluntary agreements

4 DRIVING SUSTAINABLE CONSUMPTION AT SECTORAL LEVEL THROUGH MULTI-STAKEHOLDER COLLABORATION: THE I PREFER 30 CASE STUDY

5 OUR CAMPAIGNS Key principles 1. Be non-competitive: Address a topic/call for action of interest to the whole industry (at least in a given market segment) and not just one market player 2. Be open to all market players not only A.I.S.E. members but also others active in the sector e.g. private labels, non-members of A.I.S.E. 3. Be legally cleared (e.g. competition law) 4. Be technically sound

6 OUR GOAL Aspirational yet realistic A.I.S.E. Board brief, April 2012: To promote low temperature washing (30 or below) and reduce the average EU wash temperature, then at 41 C FOCUS COUNTRIES ( PILOT ): BE, F, I, UK, DK

7 SOLUTION Reassure people about ALL the benefits of washing at low temperatures e.g. 30 TOGETHER Wash at low temperatures (e.g. 30 C) Clean result (performance) Saving energy & Helping the environment Saving money Detergent companies/industry Appliance companies Institutional/NGOs Retailers Clothing care Textile companies/ Retailers

8 CONCEPT & CREATION

9 CONCEPT

10 CONCEPT Spread the message 2- Implementation by lead players Detergent Companies National Associations 1-Concept and campaign central aspects TOOLBOX (masters) Fashion Brands Appliance Brands Retailers Institutional Supporters Corporate Supporters Website 2- Amplification by partners

11 CAMPAIGN TOOLKIT AT A GLANCE 11

12 B2C site with detailed laundry guidance (following detailed consultation with microbiologists) Abstract of infographic- see B2C 12

13 TIMING & PARTNERSHIPS

14 Project Timing «I prefer 30» WAVE I Two phases: B2B in B2C in 2014 Jun13 Oct 13 Jan 14 Jun14 Oct 14 Autumn 15 Opening of the project Finalisation toolkit B2C / Consumer communication Activation (Core Feb-April 14) B2B / Partner s engagement and preparation Launch event Milano: 7 June 2013 with EU «World you like» & Fashion sector Habits survey Close out report 14

15 LAUNCH EVENT MILANO, 7 JUNE 2013 I very much welcome the I prefer 30 campaign. This is an example of partnership at its best and is fully in the spirit of the Commission's aim to encourage multi-stakeholder action in the fight against climate change. If we all make small changes to our daily habits, together we CAN make a big difference. Let's work together for a better climate - one machine wash at a time!" Connie Hedegaard, Commissioner Climate Action 115 participants 20 media Coverage in Brussels, Italy, DK, Germany

16 Campaign Partners * * * Contributors to the IP30 media campaign 16

17 B2C CAMPAIGN IMPLEMENTATION WAVE I JAN-DEC 2014 BE, DK, F, I, UK

18 DENMARK - AMBASSADORS & STAKEHOLDER OUTREACH 18

19 ITALY- AMBASSADORS & FACEBOOK FANS 19

20 FRANCE: PARTNERSHIP WITH AU.FEMININ.COM, RETAILERS ACTIVITIES May

21 BELGIUM- ROADSHOWS & STREET MARKETING 21

22 UK- JOINT PARTNERSHIP WITH NATIONAL UNION OF STUDENTS 22

23 Close Out Report: I prefer 30 WAVE I Released on November 2 nd 2015

24 CLOSE-OUT REPORT OF IP30 WAVE I Overview of activities by A.I.S.E., its National Associations & partner organizations in all five countries (Belgium, Denmark, France, Italy and UK): - Executive Summary - Country activities - Consumer Habits (2014 findings) - Campaign learnings Key achievements : Excellent collaboration across A.I.S.E. and its network Optimal use of a central toolkit Need for long-term engagement to drive habits change Report available via : 24

25 I prefer 30 WAVE II (2016)

26 I PREFER 30 : WAVE II (2016) Following the success and achievements of WAVE I of the I prefer 30 campaign A.I.S.E. and its network decided to relaunch it in OBJECTIVE The campaign aims to work with a multitude of partners and inspire households in Europe to lower their average wash temperature. STEP BY STEP: KEY CAMPAIGN DATES I. 2 Nov. 2015: Call for Partner s interest (Detergent Companies & Suppliers as campaign sponsors) II. III. IV. 14 Dec. 2015: Confirmation of geographic scope in BE, FR, DK & UK (based on companies commitment) and opening to other Partners (Gold/Institutional) 1 Jan. 2016: Campaign WAVE II Kick-off (B2C) 31 Dec. 2016: Campaign WAVE II End (B2C) 26

27 PHASED PROJECT TIMING I PREFER 30 : WAVE II Two phases: B2B in 2015/ B2C in 2016 NOV 2 DEC 14 JAN 1 DEC 31 Early 2017 Opening of the project B2C: Consumer communication activation NA PR activities (BE, FR) & Amplification of the IP30 toolkit via brands amplification (BE, FR, DK, UK) Confirmation WAVE II Territory B2B / Partner confirmation, Further engagement& preparation Consumer Habits survey Close out report 27

28 I PREFER 30 : WAVE II HOW TO PARTICIPATE? Full project description and letter accessible via: CAMPAIGN PARTICIPANT REQUIRED DOCUMENT DEADLINE FOR COMMITMENT CORE CAMPAIGN LEADERS (i.e. Detergent Company) WAVE I partner Addendum (to LoC) SEE SITE 1 March 2016 New partner Letter of Commitment SEE SITE 1 March 2016 GOLD PARTNERS (i.e. Value Chain Companies) WAVE I partner New partner CORPORATE SUPPORTERS (i.e. Supplier) WAVE I partner New partner Written proof of engagement ( ) Letter of Commitment SEE SITE Addendum (to LoC) SEE SITE Letter of Commitment SEE SITE 30 March 2016 INSTITUTIONAL SUPPORTERS (i.e. Authority or NGO) WAVE I partner Written proof of engagement ( ) 1 Dec 2015 (preferably) New partner Written proof of engagement ( ) 1 Dec 2015 (preferably) 28

29 IN SUMMARY A campaign in line with political agendas & policies (i.e. COP21) Great collaboration within the A.I.S.E. network (Brussels/local Associations and their members)-complementary roles An opportunity to engage the broader value chain on a topic of common interest; value of multi-stakeholder partnerships Reaching out to consumers through centrally led industry activities complemented by brands amplification via their own communications channels, with the same toolkit Changing behaviour requires long term planning/education and on-going commitment

30 THANK YOU! For more information: A.I.S.E. Tel valerie.sejourne@aise.eu