课件项目相关one tonne life from pilot to reality media communication plan

1、One tonne life “From pilot to reality”Media communication planDate Created: 2014-04-28Issuer: Malin Persson; One Tonne Life; Security Class: Proprietary1One tonne life“One Tonne Life” is a project in which A-hus, Vattenfall, Volvo Cars and other partners (ICA and Siemens) created a climate-smart hou

2、sehold. The Lindell family tried to meet the low carbon dioxide target yet at the same time live a normal life. They were helped in a variety of ways, not least with a climate-smart house featuring solar cells on the roof that are used to recharge the electric car parked in the driveway.Experts from

3、 the Chalmers University of Technology took part in the project in order to ensure a reliable calculation of the familys carbon dioxide emissions.The project was carried out in first half of 2011 and was very successful in international media.Date Created: 2014-04-28Issuer: Malin Persson; One Tonne

4、Life; Security Class: Proprietary2situationThe family Jogensj; a very climate smart family and interested in sustainability issues, bought the One Tonne Life house to make their dream, to live in a real house and still be able to live very energy efficient life, come true.Date Created: 2014-04-28Iss

5、uer: Malin Persson; One Tonne Life; Security Class: Proprietary3We are going to take up the communication of the One Tonne Life project by using the “new” family (in this document referred to as “the family”) in a resource efficient PR campaign, shared by the partners.objectivesUtilize the One Tonne

6、 Life project yet another round.Get media coverage about our sustainability efforts.Position V60 Plug-in Hybrid and our electrification strategy as a success story.MeasurementsROI 1000%AVE 2MSEKCPT 6 EuroReach: 10 millionNumber of articles: One article from all of the attending journalists.Media ana

7、lysis via Kantar on top 5 markets May 6-Juli 31Date Created: 2014-04-28Issuer: Malin Persson; One Tonne Life; Security Class: Proprietary4Key messages“One tonne life what happened after the project?”The family (that bought the OTL house) and how they use the house and technologies. From pilot projec

8、t to reality.Sustainable living how the products in the project facilitate the way of living we aim at.How our companies have used the project and been inspired to develop new products and services.The OTL partners offer products and services that can halve the CO2 foot prints without compromising o

9、n life quality.Volvo Cars specific messagesElectrified cars enables a climate smart living with very low CO2 footprint.Volvo Cars has delivered on their electrification strategy very successfully. Proof points:C30 Electric gen II with Siemens as long term partner.V60 Plug-in Hybrid, still one of the

10、 most innovative cars on the markets and higher sales volumes than expected.Date Created: 2014-04-28Issuer: Malin Persson; One Tonne Life; Security Class: Proprietary5Key elements of planDate Created: 2014-04-28Issuer: Malin Persson; One Tonne Life; Security Class: Proprietary6Teaser phaseEventPress

11、 packSocial media camp.Phase outMay 6-12Social media seeding including film:- One tonne life- what happened next?- Present the new family- Greetings from Lindell (OTL pilot family)- Partners view on project- EtcMay 135-10 media to visit the family and take part of their experiences and the products.

12、 Partners on site.May 14Press pack via Newsroom and partners channels.May 14 - June 11The family to seed information about their daily life experiences as “guest users” on the OTL web sites. 8 themes to be covered, see separate slide.June 12The family are free to continue to be active in social medi

13、a but not use the OTL brand.Communication channelsOne Tonne Life, own channels:FacebookTwitterYou Tube , NewsroomVCC NewsPartners media channelsDate Created: 2014-04-28Issuer: Malin Persson; One Tonne Life; Security Class: Proprietary7Target groupsSustainable livingDesign, decoration and architectur

14、eProposal for invitation to the eventVi i villa / VillalivExpressens Leva och Bo / AftonbladetsByggindustrin / ByggvrldenDN / DN bostadTTTV?Date Created: 2014-04-28Issuer: Malin Persson; One Tonne Life; Security Class: Proprietary8Communication themesThe familys journey from the old life to the new.

15、 How they choose the OTL house and how this has enable their desire to live a climate smart life.Their transports, the Plug-in Hybrid car and what the car add to the familys quality of life.Vattenfalls energy saving guidance activity.Thefamilys energy consumption in breif.The house and the climate s

16、mart solutions (comfort, decoration, architecture, design).The supply of surplus of energy to the grid how e an energy supplier of renewable energy.The foods contribution of CO2 to their overall footprint.Life quality of living a sustainable life, cross functional dimensions.Date Created: 2014-04-28Issuer: Malin Persson; One Tonne Life; Security Class: Proprietary9assetsTeaser film (2 min)News feed (5 min)Appr 5-10 images of the house, family and products Press release (c