Luxurious climate protection?

 
Wohnqualität +söhne Werbung designs a microsite for Ikea on the subject of sustainability and energy saving. 
"Do good and talk about it - but in the right way," say the young creatives at the Winterthur agency +söhne Werbung. With this in mind, they have designed an interactive microsite on the subject of saving energy for their client Ikea. It has been online since mid-August. Here, customers can calculate their personal savings potential and call up further information on energy-saving light bulbs, for example.Climate change is a major and topical issue in society's perception. Companies are increasingly expected to act in a socially, ecologically and economically responsible manner - the buzzword here is corporate social responsibility (CSR). As the critical public is increasingly willing to sanction a lack of commitment or wrongdoing on the part of companies, it is becoming more and more important to become active in this area.
A delicate balancing act "Anyone who distinguishes themselves through a sense of responsibility in the social or ecological field can and should make this known. However, it is important how the commitment is communicated - because effective CSR communication must be balanced and designed taking into account the possible risks. Otherwise, genuine efforts can quickly be interpreted as window-dressing or even a PR stunt," the sons are convinced. An independent partner, for example a non-governmental organization (NGO), can credibly support the efforts - which is illustrated on the new website with the cooperation between the WWF and Ikea.
By joining the WWF Climate Group in 2006, Ikea credibly underpinned its plans - because, among other things, the furniture store committed itself to significantly reducing its CO2 emissions. True to the company's motto "The most ecological form of energy is that which is saved in the first place", Ikea has now given the Winterthur agency free rein to do justice to this claim on the www.energiesparen.ikea.ch website.
The "True Luxury" campaign dispels the notion that ecological action is expensive and only reserved for the rich. The Winterthur-based advertising agency implemented the idea visually with burning light bulbs that are arranged in a row like a string of pearls. Against this backdrop, customers can interactively find out about energy issues and calculate their personal savings potential. They also have the option of receiving a personalized shopping list with their results.
Energy saving as a national sportThe topic of energy saving is also an important element in Ikea's current catalog: it contains a voucher for three energy-saving light bulbs on the first page - and was delivered to 2.2 million households. On the website developed by +söhne Werbung, an interactive map of Switzerland shows in which canton how many lamps have already been collected and how much electricity and CO2 Switzerland is saving as a result. The agency wants to encourage as many people as possible to participate through the underlying community concept and the visible results. Using just 10 percent of the vouchers could save around 19,000 tons of the greenhouse gas CO2 per year - equivalent to the amount produced by 8260 cars per year. The country manager of Ikea Switzerland, Christer Granstrand, therefore hopes that as many people as possible will take part in the campaign.
+söhne Werbung has already distinguished itself in the past through campaigns with NGOs such as Greenpeace in the area of CSR and is now once again demonstrating its expertise in this area with the microsite for Ikea. However, they apply this not only to customers, but also to themselves and have their office in an environmentally friendly Minergie building. According to the MyClimate certificate, they have been CO2-neutral since 2007 and also actively save energy themselves "and use public transport", as AD Tobias Weber and CD Florian Ingold reveal.
Andreas Panzeri
 
 
 
Ikea and the environmentThe furniture store from Sweden has always tried to make more out of less. This also includes the economical and responsible use of resources. Cost awareness and efficient use of resources mean that Ikea uses fewer raw materials, produces less waste and generates fewer emissions. Many Ikea products are made of wood. From an environmental point of view, wood is an excellent material as it is renewable, recyclable and biodegradable.