Volvo’s CO₂ neutral internet campaign

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1. Challenge

From April 20th to April 25th, Volvo organized a DRIVe week to promote their low-emission DRIVe cars. We were asked to create a website for this event.

2. Solution

Car advertising should produce car sales. Not CO₂. Exactly the point we made by launching the first CO₂ neutral internet campaign ever. We literally neutralized the CO₂ emissions of the campaign via certified CO₂ compensations. Volvo didn’t only compensate the CO₂ emissions of the website, but also the Google searches and banner impressions.

On the site the following message appeared “5 minutes of surfing on this site produces the same amount of CO₂ as a light that burns for 30 minutes. Therefore Volvo will compensate the total CO₂ emission of this campaign via a certified CO₂ compensation fund.” Visitors could even see how much CO₂ emission they were producing on the spot through a live CO₂ emission tool attached to their mouse-pointer.

3. Results

From April 13th to May 14th 283.639 gram CO₂ was produced online by 57.742 people. Straight after the campaign Volvo compensated every gram via a certified CO₂ compensation fund.