Campaign: Lead-free technology
WPP company: Burson-Marsteller, US
Burson-Marsteller’s US Technology Practice created Sunflower, an innovative marketing campaign to launch Intel’s first lead-free microprocessors. Lead is poisonous and can damage the environment if not disposed of correctly.
The agency chose sunflowers in the campaign as the plants absorb lead from soil. During the launch day, 9,000 sunflowers were handed to commuters in US cities. A tag was attached to each flower introducing the lead-free microprocessors and directing people to Intel’s website for more information.
Burson-Marsteller also created a virtual sunflower field on Intel’s website where users were invited to plant a seed. Intel donated $1 to the Boys & Girls Club of America for every virtual seed planted, raising $45,000 for the charity in just five weeks. The agency also posted a video of the Sunflower handout on YouTube, which was viewed by over 1,000 people, developed viral messages and sent out Intel-branded sunflower seed packets to media contacts.
The Sunflower campaign successfully communicated the environmental benefits of Intel’s new microprocessor which were mentioned in more than 80% of media coverage.