The LowCVP launches 'Cars NOT Carbon' greener motoring marketing competition
Mon 05 March 2007
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The Low Vehicle Carbon Partnership is launching the Cars NOT Carbon marketing challenge to promote greener motoring, including ‘smarter driving’ and greener transport choices. The competition is designed to engage marketers, students and industry stakeholders in the production of compelling creative concepts based on ‘real world’ cars and fuels and on greener travel behaviour. The winning work will be viewed by senior industry executives from the motor, fuels and related industries and will be showcased at the LowCVP’s annual conference on June 28th.
The Cars NOT Carbon competition will be judged by a group of leading representatives of the advertising and communications industries, working alongside environment specialists and experts from the automotive, fuels and related industries. There is a panel of 12 judges and a chair including John Elkington, Founder and Chief Entrepreneur - Sustainability, Bruce Haines, Group CEO - Leo Burnett, Sue Adkins, Director - Business in the Community, Mark Hall, Marketing Director - Toyota and Andy Taylor, Director of Sustainability & Corporate Citizenship - Ford Europe. (See full list of judges - note 3 below)
Marketing communications agencies nationwide and students on relevant educational courses are invited to produce creative ways of communicating greener motoring messages with submissions made across marketing disciplines and media channels. The campaigns will be judged on their originality and creative content as well as on the potential effectiveness of their message. It is hoped that the competition will lead to the production of fresh ideas and persuasive communication around the issue of sustainable mobility in the road transport sector.
Concern about climate change has reached unprecedented levels and experts are predicting an explosion in the demand by manufacturers to develop new communications approaches to increase demand for greener products. The motor industry alone spends nearly £1bn a year on advertising.
The Cars NOT Carbon competition comes in the wake of the European Commission’s new proposals to reduce carbon dioxide (CO2) emissions from new cars and vans sold in the European Union, and will form the centrepiece of the LowCVP’s high profile conference on the 28th June 2007 in London. The conference will focus on communication and marketing approaches designed to encourage the purchase of lower carbon vehicles and fuels, greener methods of driving and alternatives to the use of private motor transport. Ultimately, it should also engage and encourage manufacturers to offer greener models and to adopt greener practices.
With nearly a quarter of all the UK’s carbon emissions being produced by road transport and with the prospect of new European regulation for low carbon cars and vans, as well as UK proposals for a biofuels obligation, there is strong pressure on car and van makers and fuel suppliers to respond to the low carbon agenda.
With stronger, clearer promotion consumers will begin to realise the only long-term solution is greener motoring. The Cars NOT Carbon competition is an opportunity to develop appropriate communication strategies.
For more information visit the competition website - see related link.
To download the full LowCVP press release, follow related document.
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