IP30° close out report

B E L G I U MDENMARKFRANCEITALY

UNITED KINGDOM

PREFER

I PREFER 30° CAMPAIGNCLOSE OUT REPORT OCTOBER 2015

(without annexes)

1. Executive Summary and presentation overview

2. Full report

2.1. Background

2.1.1. Drivinglowtemperatureinthedetergentindustry:rationaleforthecampaign

2.1.2. Anovelwaytodoso:engagingwiththevaluechain,

inauniquemulti-stakeholderway

2.1.3. Thecampaigndetails

2.1.4. TheCampaigncreativeroute

2.2. I prefer 30° B2B launch event and partnership with European Commission

2.2.1. Therightcampaignattherighttime

2.2.2. Launchevent,7June2013,Milano

2.3. B2B’s engagement and partners search : a joint collaboration by A.I.S.E. and its 5

National Associations

2.3.1. Partners’searchandcomplementaryroles

2.3.2. Belgiumanditssectoralagreement

2.3.3. Partnersoverview

2.3.4. Regularcommunicationwithpartners

2.3.5. Finalcampaignbudget

2.4. B2C roll out and implementation of the I prefer 30° campaign vis-à-vis consumers

2.4.1. Statsandfacts

2.4.2. Ambassadors

2.4.3. Achievementsandreportpercountry

2.4.3.1 Belgium

2.4.3.2 Denmark

2.4.3.3 France

2.4.3.4 Italy

2.4.3.5 UnitedKingdom

2.4.4 EUwidepartners

2.5 Achievements and learnings p.41

2.5.1 Evolutionofconsumerhabits:resultsfromtheInsitesSurvey2014forA.I.S.E.

2.5.1.1 EUsummaryofkeyindicators

2.5.1.2 Countrytemperatureevolutioninthe5campaigncountries

2.5.1.3 Butapositiveappreciationbyconsumersoftheinitiative

2.5.2 Feedbackgainedfrompartners

2.5.3 Potentiallearningsforfuturecampaigns

2.6 Conclusions

Table of Contents

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Executive summary

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I prefer 30° - Close Out Report

ThisreportpresentstheresultsoftheA.I.S.E.initiativedesignedtosupportthedrivetowardschanging

consumerhabitstolowertemperaturewashingacrossfiveEuropeancountries(Belgium,Denmark,France,

Italy,UnitedKingdom).Initiatedin2012,andlaunchedin2013withthesupportofCommissionerConnie

HedegaardforClimateaction,thecampaigncalled“Iprefer30°”representsafurtherstepinreducingthe

environmentalimpactofhouseholdlaundering.Thecampaignwasimplementedintwophases,‘Business

toBusiness’and‘BusinesstoConsumers’,over2013and2014andconsideredbyA.I.S.E.asapilotproject

toevaluatealsoanewconcepttorunthesecampaignsnamelytodosoinamulti-stakeholderway,with

theleadfromthedetergentsectoroverallbutalso,withthepartnershipofvaluechainpartnerssuchas

appliancesmanufacturers,retailers,Ministries,NGOsaswellasrepresentativesfromthetextileindustry.

ThekeyachievementsofthecampaignweretheexcellentcollaborationacrosstheA.I.S.E.anditsnetwork

acrossthefivecountries,andtheuniqueadditionalcollaborationacrosstheextendedvaluechainofmulti-

plestakeholders,fromrawmaterialsuppliers,toappliancemanufacturers,togroceryandclothingretailers,

aswellaswithgovernmentbodiesandotherassociationsfromawidespectrumofinfluence.Agreatdeal

waslearntfromthiscampaign’sdesignandimplementation,andthisallprovidesastrongplatformforfu-

tureactionsbytheindustryanditspartners,towardsthechallenginggoalofchangingconsumerbehaviour

forenvironmentalbenefit,asshownfromthe2014consumerhabitsdata.

TheA.I.S.E.multi-stakeholder“Iprefer30°”campaigninafewfigures:

5countries(Belgium,Denmark,France,Italy,UnitedKingdom),covering41%oftheEUpopulation

June2013:LauncheventwithCommissionerConnieHedegaard(DGClimateAction),Milano,

inthecontextoftheEU‘WorldyoulikeforaClimateyoulike’campaign

June2013tillmid2014:B2Bcampaign

January2014-December2014:B2Ccampaign

www.iprefer30.euwebsite:

- B2Bsite:6,000uniquepageviews

- B2Csite:345,000uniquepageviews

34officialcampaignpartnerscommittedincluding:

- 10CoreCampaignLeadersfromthedetergentindustry

- 9InstitutionalSupportersfromAuthorities,industryassociations,NGOs

- 13GoldPartnersfromRetailers,Appliances,Textilecompanies

- 2CorporateSupportersfromsuppliercompanies…andmanymorewhoalso

joinedusinthismovement!

31Ambassadors

100%ofpartnershavingreportedtousthatthey:

- Agreedthatthecampaignwasverygood,goodorfair

- Foundthetoolkitverygood,goodorfair

9outof17partnerswishingtoseethecampaigncontinue

Butitwasalso:

5,000washingguidesdistributedinAntwerpen

50,000gocardsdistributedinDenmark

30,000leafletsdistributedinFrancethroughthetrade

Morethan100millionimpressionsoftheCoreCampaign

Thousandsofpeoplereachedthroughsocialmediaactivities

>

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SUMMARY – CLOSE OUT REPORT

Valérie SéjournéDirector Sustainability & Communications ‐ A.I.S.E.

Summary presentation:

A.I.S.E.International Association for soaps, detergents and maintenance products

« The Voice of the Detergent and Maintenance products industry in Europe »

29 National Associations + 9 Direct member Companies

Across Europe and beyond

900 companies

Driving sustainabilityLong tradition to proactively steer the agenda through voluntary action

SUSTAINABILITY STRATEGYthrough voluntary agreements

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DRIVING SUSTAINABLE CONSUMPTION AT SECTORAL LEVEL

THROUGH MULTI-STAKEHOLDER COLLABORATION:

THE “I PREFER 30°” CASE STUDY

OUR CAMPAIGNSKey principles

1. Be non‐competitive: Address a topic/call for action of interest to the whole industry (at least in a given market segment), and not just one market player

2. Be open to all market players , not only the A.I.S.E. members but also others active in the sector eg private labels, non members of A.I.S.E.

3. Be legally cleared (e.g. competition law)

4. Be technically “sound”

OUR GOALAspiration yet realistic

A.I.S.E. Board brief, April 2012:

To promote low temperature washing (30° or below) and reduce the average EU wash temperature, now at 41°C

FOCUS COUNTRIES (‘PILOT’):

BE, F, I, UK, DK

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CONCEPTSpread the message

Detergent Companies

National Associations

Fashion BrandsAppliance Brands

Retailers

InstitutionalSupporters

Corporate Supporters

TOOLBOX (masters)

Website

1‐Concept and campaign central aspects

2‐ Implementationby lead players

2‐ Amplification by partners

SOLUTIONReassure people about ALL the benefits of washing at low temperatures eg 30°

Saving money

Clean result(performance)

Saving energy&Helping the environment

Clothing care

Wash at lowtemperatures(eg 30°C)

Detergentcompanies/industry

AppliancecompaniesInstitutional/NGOs

Retailers

Textile companies/Retailers

, TOGETHER

CONCEPT & CREATION

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CONCEPT

CAMPAIGN TOOLKIT AT A GLANCE

11

12

B2C site with detailed laundry guidance(following detailed consultation with microbiologists)

Abstract of infographic‐ see B2C www.iprefer30.eu

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TIMING & PARTNERSHIPS

Project Timing « I prefer 30° » Two phases: B2B in 2013 + B2C in 2014

Jun13 Oct 13 Jan 14 Jun14 Oct 14 Spring 15

Finalisationtoolkit

B2C / Consumer communication Activation(Core Feb-April 14)

B2B / Partner’s engagement and preparation

Habitssurvey

Openingof the project

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Launch eventMilano: 7 June 2013 with EU « World youlike » & Fashion sector

Closeout

report

LAUNCH EVENTMILANO, 7 JUNE 2013

“I very much welcome the “I prefer 30°” campaign. This is an example of partnership at its best and is fully in the spirit of the Commission's aim to encourage multi‐stakeholder action in the fight against climate change. If we all make small changes to our daily habits, together we CAN make a big difference. Let's work together for a better climate ‐ one machine wash at a time!" –Connie Hedegaard, Commissioner Climate Action115 participants20 mediaCoverage in Brussels, Italy, DK, Germany

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B2C CAMPAIGN IMPLEMENTATIONJAN-DEC 2014BE, DK, F, I, UK

Partners signed up

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* *

* Contributors to the IP30° media campaign

Seedetailedlistanddescriptionofpartnersonpages27/28

BELGIUM- ROADSHOWS & STREET MARKETING

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DENMARK - AMBASSADORS & STAKEHOLDER OUTREACH

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FRANCE: PARTNERSHIP WITH AU.FEMININ.COM, RETAILERS ACTIVITIES

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May 2014

ITALY- AMBASSADORS & FACEBOOK FANS

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UK- JOINT PARTNERSHIP WITH NATIONAL UNION OF STUDENTS

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IN SUMMARY

A campaign fitting well the political agenda

A great collaboration within the A.I.S.E. network (Brussels/local Associations and theirmembers)‐ Complementary roles

An opportunity to engage the broader value chain on a topic of common interest ; value of multi‐stakeholder partnerships

Reaching out to consumers is key through brands (industry vs competitivepositioning)

Changing habits need long term planning/education and on‐going commitment

Detailed report

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2.1 Background to the campaign

2.1.1 The rationale for driving low temperature laundering

2014wasthe38thyearina

row,wheretheglobaltempe-

raturewasabovetheaverage

ofthe20thcentury,and

thefirst14yearsofthe21st

century(2001-2014)nearly

allsettemperaturerecords.

AccordingtotheUNWorld

MeteorologicalOrganisation

(WMO),14outof15ofthe

hottestyearsonrecordhave

occurredinthe21stcentury

and2014wasthehottestyear

sincerecordsbeganclosely

followedby2005and2010.

Also,extremeweatherevents

seemtobebecomingthe

newnormalastheclimate

changes.Climatechangeis

causedbygreenhousegas

emissions–mainlyfrom

humanactivity,andburning

fossilfuelsisresponsiblefor

threequartersofglobalemis-

sions.Greenhousegasemis-

sionsinEuropearecurrently

almost18%below1990levels.

Globalemissions,however,

keeponrising,inparticular

duetorapideconomicgrowth

incountrieslikeChina,India

andBrazil.

Europeancountrieshave

agreedtoseektomaintain

thetemperatureincreaseto

withina2°Cincreasefrom

pre-industriallevels,andthis

requiresdrasticandrapidcuts

ingreenhousegasemissions

ofatleast50%globallyand

80-95%forEuropeby2050.

Studiesshowthisisfeasible

andaffordable,butitrequires

atransitiontoalow-carbon

societysoonerratherthanla-

ter.Buildingaclimate-friendly

societyis,withoutdoubt,abig

challenge,butitisalsoahuge

opportunity.

A.I.S.E.,theInternationalAssociationforSoaps,DetergentsandMaintenance

ProductsistheofficialrepresentativebodyinEuropeforthisindustry.Based

inBrussels,itsmembershipincludes29nationalassociationsacrossEurope,

representing900companies.A.I.S.E.alsohas9directinternationalmember

companies(Unilever,Procter&Gamble,Henkel,McBride,Colgate-Palmolive,

ReckittBenckiser,Ecolab,SCJohnson,SealedAir).

Establishedsince1952,A.I.S.E.hasbeenactiveinabroadrangeoffields,

boththroughvoluntaryinitiativesandthroughcontributionstopolicyaffairs.

Throughouttheyears,theindustryhashadsustainabilityattheheartofits

work,inclosedialoguewithstakeholders.A.I.S.E.hasalonghistoryofvolun-

taryinitiativesthatpromotethesafeuseaswellasthesustainablesourcing,

productionandsustainableconsumptionofdetergentsandcleaningproducts.

SustainableDevelopmenthasbecomeakeyfeatureofallA.I.S.E.’sactivitiesand

abroadnumberofprojectshavebeensuccessfullydevelopedtosteersustai-

nableproduction,designandconsumptiononthesector.Detergentmanufactu-

rershaveplayedtheirpartfullyinassessingtheimpactofclimatechangefor

theirproducts.Overthepast10years,anumberoflifecyclestudieshavebeen

undertakenandthesehaveshownthatthe largest environmental impact of

the laundry process is during the use phase,thatis,whenconsumersusede-

tergentsathomeintheirwashingmachines.Between60and80%ofallenergy

isconsumedinthisusephase,inparticularwhenthewaterofthemainwashis

heated.Forinstance,oneLifecycleAnalysisstudyforlaunderingat40°Chas

shownthat,intermsofprimaryenergy,theusephasecontributesmorethan

60%tothetotallifecycleenergydemand(source:A.I.S.E,2001).

In Europe, around 35.60 billion laundry loads are done every year and

households wash on average 3.1 times a week, with an average wash tem-

perature of 43°C(source:A.I.S.EpanEuropeansurvey2014).Averagewash

temperaturesvaryfrom46.3°CinNorwayandFinland,to43.1°CinGermany,

to36.6°CinSpain.IfconsumersacrossEuropecouldbeencouragedtowash

atlowertemperaturesmorefrequently(inparticular,30°Candbelow),itwould

achievesignificantenergyandemissionssavingsacrossallthesecountries;

studieshaveshownthatareductionfrom40°Cto30°Ccansave25%to35%

oftheenergyused(sources:Electrolux(2012),P&G(2013)).Furthermore,over

recentyears,manufacturershavedevelopedtheuseofadvancedcleaningtech-

nologiesthatareactiveatlowtemperatures,thusenablingdetergentformula-

tionstoperformoptimallyatlowerwashtemperaturesonconsumersoilingand

stains.Moderndetergentsworkespeciallywellatlowtemperatures,mainlydue

OverviewofA.I.S.E.voluntaryinitiativesSee

AnnexI

15


tothechoiceofsurfactants,whichremovesoilandstainsandpolymersthatpreventreleasedsoiltorede-

positonthefabrics(andhowthesearecombined),togetherwiththeuseofmoresophisticatedenzymesys-

tems,smallamountsofwhichbreakdowndirtandstainsveryeffectively,and(forgeneralpurposepowder

detergents)theuseofbleachsystemsthatareactivatedatlowertemperatures.Appliancemanufacturers

toohavesignificantlyimprovedtheperformanceandenergy/waterefficiencyoftheirwashingmachines,

ofteninpartnershipwithdetergentmanufacturers.Innovationprocessesfrombothsetsofindustriesare

continuing,andconsumersareabletowashthemajorityoftheirloadswithconfidenceatreducedtempe-

ratures,suchas30°Coratevenlower.

There are undoubtedly opportunities to reduce laundry temperatures to 30°C and below but the

critical thing is that, to achieve this trend towards low temperature washing, consumer behavior

and change of habits is key.Detergentmanufacturersagreethatconsumereducationtothisendisvery

important,inordertoengagethemandachievefurtherenergyandwaterconsumptionsavingsingeneral.

Thesecompanieshavealongtraditionofpioneeringaseriesofvoluntaryinitiatives,throughA.I.S.E.,overa

numberofyearssince1998.Eachinitiativehasbeendesignedtoinfluenceconsumers’useoftheirproducts

inpositiveways,forthebenefitoftheenvironment.ThesestartedwithWashright,(nowCleanright)along

running,pan-European,communicationcampaignaimedatconsumers,whichprovidestipstoencourage

useoflaundrydetergentsinamoreenvironmentallyfriendlyway,andhasbeendisplayed,inaconsistent

style,onmillionsofdetergentpacks,forover16years.Thisincludestheenergy-savingmessagetowashat

lowtemperature.

Othercampaigns(namedProductResourceEfficiencyProjects)haveworkedtoimprovethesustainability

oflaundrydetergents,forinstance,sectorinitiativestoimproveefficiencythroughencouragingthetake-

upofcompactedpowders(‘PREPP-3’,seewww.aise.eu/preps).In2013,throughA.I.S.E.,detergentmanu-

facturersdeterminedthataspecificcampaigntoinfluencewashingtemperatureswouldbuildonprevious

campaignsandbeespeciallyjustified,relevantandwelcomed,inthelightoftheEuropeanobjectivesfor

emissionsreduction.Theyalsoagreedthatindoingso,itwouldbenotonlycriticaltoengageasmany

industrycompaniesaspossible,butalsotoengagefurthervaluechainpartnersinthecampaign.

2.1.2 A novel approach from the European detergent industry association through multi-stakeholder communication

ThechallengetoengageconsumersatEuropeanleveltochangetheirlaundryhabitsandwashatlower

temperatureswouldreduceenergyconsumptionsubstantially,butisnotonethatcanbeachievedbyindivi-

dualcompanies,ortheirindividualconsumerbrands,inisolation.Thisconclusionisconsistentwithacade-

micresearchinthefieldoveranumberofyears(source:Kironetal.,2015).A.I.S.E.haslongidentifiedthat,

inconsumeruseofdetergents,laundryappliancemanufacturers,retailersoverall,andofcourseconsumers

16


playakeyrole;thiswasendorsedbyarecentanalysisoftheEuropeanlaundrysector’senergyuse(source:

VanHolstein&Kemna,2011).Fashionretailersanddesignerscanalsoplayakeypartininfluencingbeha-

vior(source:SustainableClothingActionPlan,DEFRA,2008).

Therefore,amulti-stakeholdercampaignwasenvisagedfromthestart;onewhichwouldbeabletobring

togetherdiversepartnersandorganizationsnotonlyfromanumberofindustriesrelatingtoclothing,

fashion,washingmachinesappliancesandlaundry,butalsoincludinggovernments,MinistriesandNGOs.

Therolethatretailerscouldplayalso,inbeingthelastpointofcontactbetweenmanufacturersandconsu-

merswasfelttobecritical(seealsotherecentcreationoftheEURetailForumtopromotesustainable

consumptioninEuropebyretailers).

This would be a new way to communicate to consumers:

not only would a whole sector jointly communicate on the basis of the same message and

the same toolkit,

but in addition, this message would/could be amplified by many different partners who form the

value chain, sharing the same communication idea and toolkit.

Itbuildsontheprinciplethatgreaterrecognitionbyconsumerscanbeachievedbyitbeingledbythe

wholeindustrysectorandalsoorganisedjointlywithotherstakeholders.Suchanapproachcanachievea

coordinatedcommunicationcampaign,withcriticalmass,thatcanonlybepossiblewithawidegroupof

organisationsbeinginvolved.

A.I.S.E.anditsexpertswoulddevelopthecentralidea,developtheprojectdescription,campaignbud-

getandscope;andtheindividualcountry’sNationalAssociationswouldleadtheimplementationineach

country,workingwiththatcountry’smanufacturersandtheorganisationspartneringtoamplifythemes-

sagetogetherwithindustry.

‘I prefer 30°’(see“creativeroute”section2.1.4)becamethephrasethataimedatgroupingallstakehol-

dersinthelaundryindustrybehindonesinglemessage.Themovementincludeddetergentbrandswho

developedproductsthatprovidegreatcleaningperformanceatlowtemperatures,fashionbrandswhose

clothesstaybetterlookingat30°,washingmachinebrandswhoseappliancesareincreasinglyabletowash

atlowertemperatures,retailers,Ministries,energyagenciesandcivilsocietyorganisations,allofwhom

nowknowthatwashingatlowtemperaturescanhelpprotecttheplanetandthereforebenefitsocietyasa

whole.

Thedetergentcompaniesweredesignated,as“CoreCampaignLeaders”.Thecampaignconceptwasmade

availabletootherpotentialpartnersofrelatedindustries(“GoldPartners”e.g.textile,applianceindustry,

retailers)aswellasotherrelevantstakeholders(“InstitutionalSupporters”e.g.consumerandenvironment

NGOs,nationalenergyagencies),orsuppliers(“CorporateSupporters”)whowereallinvitedtojointhe

campaignandofficiallycommittoitviaspecificcommitmentletters.

Theircommitmentnotablyincludedtheagreementtousethe‘Iprefer30°’CampaignToolkit(the‘Toolk-

it’)inlinewiththeagreedCampaignDesignGuidelines,alsoallowingthemthepossibilityofcustomisingit

fortheirownbrands.Itwasalsomeanttogainpartners’agreementtousethetoolkitintheagreedtiming

periodofthecampaign,andtoreportonactivitiesundertakentousetheToolkit.Overall,throughthis,

partnerswereallowedtodevelopabroadscopeofactivities,rangingfromevents,editorials,andPRon

theirownwebsites,brandactivitiesorpointofsaleactivitiesanddirectconsumercommunicationmate-

rials.

Intotal,thecampaignwastobeusedinanumberofdifferentcommunicationschannels,infiveEuropean

countries(inbothpaid,editorialandsocialnetworkmedia),andeachelementwascoordinatedtoberun

overthesameperiod(January-October2014).Finally,theCampaignwastohaveasacorefeaturethe

www.iprefer30.euwebportal,throughwhichpartnershadaccesstotheToolkitandconsumersandmedia

hadaccesstonews,informationandadvice.

2.1.3 Campaign mechanism, timing and geographical scope

Thecampaignmechanismswerethat:

1) A.I.S.E., through a central Working Group of experts,definedthecampaignmessages,thecampaign

Toolkit,withthesupportofanadvertisingagency,agreedonthetargetregion/geographicalscope,and

assessedoptimumcoremediacampaigntobeinvested.Italsosoughtanin-depthtechnicalreviewwith

microbiologistandotherrelevantexpertssoastosecurethattherightguidancewouldbeprovidedto

consumersontheconditionsandbenefitsoflowtemperaturewashing(seeSubstantiationdossier,Octo-

ber2013).

2)Basedontheaboveanalysisandpreparations, a legal projectwasofficiallyinitiatedbyA.I.S.E.and

openedforthecommitmentofpotentialpartners,whetherfromthedetergentindustryoritsvaluechain

(6June2013).Thiswouldsecurethefinancingofthecampaignandrulesforpartners’amplification

activities,useoftheToolkitetc.

3)Theprojectrequiredthat,foracountrytobeconfirmedtoimplementthecampaign,itshouldhavea

minimum of 2 core campaign leaders (i.e.detergentmanufacturers),havingtogetherarepresentative

presenceonthemarket.TheircommitmentwouldincludefundingtothelocalNationalAssociations’PR

budgetandinaddition,basedontheirmarketshare,fundingoftheCoreMediaCampaignand/or

amplification*.ThesecompanieshaduntiltheendofSeptember2013toformallycommit.

4)Oncethisconfirmationpointhadbeenreached(endSeptember2013), then other relevant partners

fromthevaluechainwouldbewelcomedalsotoconfirmtheircommitmentto amplify–attheirown

costs-theToolkit,whichwasmadeaccessiblefreeofchargetothem,duringthe‘BusinesstoConsumer’

(B2C)period.PartnerscouldjoinfromJune2013tillmid2014.

5)The B2C activation phase officially opened in January 2014 and lasted until the end of September

2014.Thenationalassociations,thankstothefinancialsupportofthedetergentcompanies,wereto

leadcustomisedPRactivitiesbasedonthecentralToolkitandhelpdetergentcompaniesfirmuptheir

commitmenttothemediaconsumerengagementcampaign(‘corecampaign’),todrivelowtemperature

washing.Thiscampaignwasdeployedinaspecifictimewindowandbasedonacommunicationstoolkit

(‘theToolkit’),centrallydesignedbyA.I.S.E.,withthecampaigntagline‘Iprefer30°’.

Thetimetableforthecampaignconsistedoftwosequencedstages:

Firstly, (from June 2013 onwards), “Business to Business” communication:

ThefinalelementsofthecommunicationsToolkitwereprovided(viaapasswordprotectedsection

ofthesite)topartnersfrommid-October2013.ThissitewasavailableinEnglishonly(exceptforthe

Toolkitarea,astoolswereprovidedwiththeirtranslationin5languages).TheToolkitcontainedexa-

mples,guidanceandadviceonhowtouseallthecommunicationsmaterials,includingprintadverti-

sements,webdesigns,consumerbrochures,flashbanners,andlaundryguidance.

Secondly, (from January 2014 onwards), “Business to Consumers” communication:

Thewebsitewasavailablein5languages(Danish,Dutch,English,French,Italian)relevanttothe

countrieswheretheprojectwasimplemented.ThefivenationalassociationsinBelgium,Denmark,

France,ItalyandtheUnitedKingdomledtheimplementationoftheprojectatnationallevelandfina-

lisedtheformalcommunicationplanineachcountry.

IP30°ProjectdescriptionSee

AnnexII

18


Anoverviewofthetimetableisshownbelow:

I Prefer 30° Campaign

External A.I.S.E. ac9vi9es Internal A.I.S.E. ac9vi9es

2012 2013

2 014 2015

•  April 2012= Board decision to do a Low Temperature Campaign

•  May 2012= set up of Marke9ng Working Group

•  July 2012: Pitch Adver9sing Agencies •  August2012 onwards: selec9on Saatchi & Saatchi + progress campaign concept + toolkit

•  Dec 12-‐June 13 = A.I.S.E. Project descrip9on draUing

•  May 2013: Agreement contract with GINETEX •  June-‐July 2013: Microbiologist consulta9on laundry guidance

•  Sept 2013: final B2C toolkit delivery to •  partners/ extranet •  Oct 2013: confirma9on of IP30° campaign territory to partners

•  Oct 2014: Consumer Habits Research

•  Dec 2014: Extension contract with GINETEX

•  Feb 2015: DraUing of Close Out Report

•  A.I.S.E.= Ad Hoc preleminary presenta9ons/consulta9ons with stakeholders/partners

•  Oct 2012: launch of EU World You Like

•  7 June 2013: B2B launch with EU Commissioner World you Like, Mi

April/May 2015: Issue Close Out Report and Assess campaign next steps

•  Jan 2014: opening of B2C site in 5 countries

March to June 2014 = IP30° core campaign

•  Oct/Nov 2014: collect IP30° countries feedback

IP30° B2C

ac,vi,es in the 5 countries

Extra ac,vi,es (ex. Belgium)

WORLD YO LIKE (EU)

IP30° -‐B2B PROMOTION (A.I.S.E & Na9onal Assoc.

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Geographical scope

The“A.I.S.E.lowtemperaturewashing(Iprefer30°)”consumerengagementcampaigntookplacein5

importantEuropeancountries:UK, France, Italy, Belgium, Denmark. Combined, these countries represent

41% of the EU populationandarecharacterisedbyaveryhighdegreeofwashingmachinepenetration,

whichiscloseto100%(source:JRC,2009;Stamminger,2013).

Thosecountrieswereselectedeitherduetotheirsize,currentaveragewashtemperature,oropportunities

withpartnershipsalreadyinplace(forexampleBelgium,becauseithadapre-existingmulti-stakeholder

sectorialagreementandDenmarkwithNordicFashionAssociation).AcrossEuropeasawhole,68%of

washloadsaredoneat40°Corhigher.Table1showsthewashloadtemperaturedistributionforthese5

countries,rangingfrom61.1%(Italy)upto81.9%(Denmark).

Theenergyconsumedforwashinglaundryineachofthesecountriesisimportantinabsoluteterms,aswell

asrelativetothetotalEuropeanlaundryenergyuse.Combined,thelaundryenergyuseofthese5countries

represents38%oftotalEuropeanlaundryenergyuse,asubstantiallyhighproportion.Areductionofthecur-

rentwashtemperatureby3°Cinthe5campaigncountrieswouldreducetheenergyconsumptionforlaundry

washingby14.3%onaverage.Thissavingcorrespondsto1307.9GWh/yrfromatotalof9129.5GWh/yrenergy

usedinlaunderingforthe5campaigncountries.Ifa3°Creductionweretobeachievedacrossthe23European

countries,thereductionwouldbeapproximately12%of22.1TWh/yr(2.49TWh/yr).Iftheaveragewashtempe-

ratureinthe5campaigncountriesweretobereducedby5°C(insteadof3°C),theelectricityconsumptionfor

laundrywashingwouldbereducedbyapproximately18%.Currently,Denmarkhasthehighestaveragewash

temperaturewithinthe‘Iprefer30’campaigncountries,withanaveragewashtemperatureof43°C.Within

these5countries,theUK(with115,6kWh/hh/yr)andItaly(112,7kWh/hh/yr)havethehighest‘percapita’energy

consumptionforwashing,followedbyBelgium(97,4kWh/hh/yr),Denmark(97,3kWh/hh/yr)andFrance(92,1

kWh/hh/yr).Thecombinationofthesefactsshowtheimportantpotentialcontributionofthese5countriesto

thesuccessofthe“A.I.S.E.lowtemperaturewashing(Iprefer30°)”consumerengagementcampaign.Theexis-

tingnationalsectorialagreementinBelgiumisonethathasbeenmadebetweenthegovernment,retailersand

detergentproducers,andaimstoreducetheaveragewashtemperatureby4°Cby2015,ascomparedto2008,

Table1:Overviewoflaundryenergy/savingsandhabitsin5campaigncountries

20


amongstotherobjectives.Afterthis,theagreementaspirestoachieveafurtherreductionofthewashtempera-

tureby2019,forwhichthetargetswillbedefinedbasedon2015findings.

Acreativeapproachdesignedforthe‘Iprefer30°’campaignwasneeded,inordertodrawtheattention

ofconsumerstotheirownhabits,whentakingcareoftheirlaundry.Itneededtoconvinceconsumersto

choosetowashatlowertemperatures,through giving clear information about the benefits to them and

their clothes,andthroughpromotingapositivesocialemotionaroundtakingaction.Thereareanumber

ofdirectconsumerbenefitstowashingat30°aswellastheobviousenvironmentalbenefits;notonlyare

theremoneysavingstobemadethroughthelowerwatertemperature,butalsoitimprovesthedurability

ofclothes,andmanyclothingfabricsarenowdesignedtobewashedatlowertemperatures.Sometimes

thereisanadditionalbarrierinconsumerperceptiontobeovercome,inthat,forsomepeople,theirviews

aboutthebesttemperatureforclotheswashingwereformedsomeyearsago,beforethemodernformula-

tionswereavailable.

Theconsumercommunicationsobjectiverequiredacommonpositionthatcouldbeadoptednotonly

withinthedetergentindustryitself,butalsobyfashioncompanies,appliancemanufacturers,retailersand

otherpartners.Manyindividualshadtobemotivatedandenthusedabouttheidea.The campaign guide-

lines therefore had to be strong, intuitive and all-embracing, whilst being appropriateforanumberof

countriesandlanguages.Theyhadtostandout,inspireconfidence,andretaintheattentionofconsumers

andmarketplayersalike,promotingaclearcommonidentitytothecampaignwhilstallowingpossible

customisationbypartners.

FollowingapitchorganisedbyA.I.S.E.,Saatchi&Saatchi(Brussels)wasselectedtoworkwiththeA.I.S.E.

team,anditsWorkingGroupofCommunicationsandmarketingexpertsfromthedetergentcompanies

andnationalassociations.Thepitchbriefdidnotspecifyacallforactiondirectlylinkedto30°inparti-

cular,butfocusedoverallonacampaigntodrivelowtemperaturewashing.Saatchi&Saatchi,however,

cameupwiththeunifyingphraseandsimplelogoforthecampaign,basedontheinternationallyusedand

recognisedtextilecarelabeldesign.The main logo consisted of two elements: the ‘washing bucket’ and

the phrase ‘I prefer 30°’,tobereproducedinadistinctiveredandwhitebackgroundtocreatemaximum

standout.Extensiveandcompletecreative design guidelineswereproducedandcirculatedtocampaign

partners,sothatitsreproductionwasconsistentwhereveritwasapplied,togetherwitharecommended

Theinternationalcarelabelsymbol,on

whichthelogowasbased,isownedby

GINETEX,anditsusewasmadepossible

throughauniqueagreementbetween

A.I.S.E.andGINETEXforthecampaign

period,securedbeforethecampaignwas

launchedinJune2013.Thisenabledthe

campaignmaterialstoincludethephrase

‘SupportedbyGINETEX’andreferenceon

linetotheirCleverCarecampaign.Both

Organisationsthereforebenefittedby

collaboratingbecausetheywereableto

mutuallyreinforcetheirawarenesswith

consumers.

Campaigncreativeassets/CommunicationsToolkitSee

AnnexIII

2.1.4 The Campaign creative route

21


Finally,itwasseenasimportanttohaveanotherkeyelementtothecampaign;‘Ambassadors’weresug-

gestedbySaatchiasawaytohelpgivefurthervisibilitytothecampaign,andtomakeitfeelmoreperso-

nalandimpactful.Itwasfeltthatthisapproachcouldgiveanextradimensionand“humantouch”tothe

campaign.

AdvicetopartnersonchoosinganddeployingpicturesandquotesfortheseAmbassadorswereincludedin

theguidelines,anditwasmadeclearforthewww.iprefer30.euwebsitethattheseAmbassadorswouldhave

aprominentplaceonthesite.

Avitalelementofthewholecampaignwasthedesignofconsumerwebsite

(B2C),consistentwiththepartner(B2B)website,butwithspecificdevelop-

mentstoprovideaninspiringandunifyingthemeforthecampaignacross

thefivecountries;aninfographicwasalsodevelopedinordertoguide

consumersinaeasilyaccessiblewaythroughthetypesoflaundry/condi-

tionsapplicabletosuchlowtemperaturewashing.Anumberofwebmecha-

nicswerecreatedforpartnerstouse.

2.2 The launch and partnership with the European Commission

2.2.1 The right campaign, at the right time

In parallel to A.I.S.E. developing its “I prefer 30°” campaign, the European Commission and in particular,

Ms Connie Hedegaard, Commissioner for Climate Action at the time, was driving an important pan-Eu-

ropean public awareness campaign: A world you like.Withaclimateyoulike.Thiswasseekingtopromote

creative,cost-efficientandcompetitivesolutionsforclimate-friendlylivingwiththehelpofcivilsociety

andprivatebusiness.InnovationandbehaviouralchangewillputtheEUonitswaytomeetitsobjective

ofan80-95%reductioningreenhousegasemissionsby2050.Accordingtoresearchundertakenforthe

Commission,theEUcouldreduceemissionsbyanadditional8-9percentby2020ifEuropeanhouseholds

adjusttheirhabitsinareassuchastransportandheatingandadoptahealthydiet.

It seemed obvious that these two campaigns were aligned,inseekingtoreachthesameobjectives,

namelytodelivertangibleandefficientsolutionstohelpclimatechangeissues,throughinfluencingconsu-

mers’dailyhabits,andprogressively,helptodrivethisagenda.Theotherveryinterestingnatureofthe

Commissioncampaignwasthatitwasalso,liketheA.I.S.E.‘s,completelydesignedanddeployedtoworkin

amulti-stakeholderway.

HavingbeeninvitedtotakepartintheCampaign’slauncheventinLondoninOctober2012,A.I.S.E.made

furthercontactswiththeCabinetoftheCommissionerandsoonsynergieswereidentifiedbetweenthetwo

setsofactivities.Asaconsequence,amulti-stakeholdereventonthesharedtopicsofwashing

clothes,fashionandlaundryapplianceswasagreedbetweentheEuropeanCommission,A.I.S.E.andother

keystakeholdersandwasorganisedinthecontextof“WorldYouLike”.

typefaceforadditionalwordingthatmightberequired.Thecampaignsignature‘An initiative from the de-

tergent industry to promote low temperature washing’wasdefinedandtheguidelinesalsoincludedclear

instructionsforitsuseanditspossiblecustomisationwiththepartner’name/brand.

22


2.2.2 The launch event

Itwasentirelyfitting,then,thatthe‘Iprefer30°’campaignwasunveiledinMilanon7thJune2013,by

MohamedSamir,Vice-PresidentWesternEuropeFabricCareforProcter&Gamble,onbehalfofA.I.S.E.,and

supportedinpersonbyConnieHedegaard,EuropeanCommissionerforClimateAction;itbeingfirmlyin

thespiritof,andinpartnershipwith,theEuropeanCommission’sawarenessdrive.

FollowingapresseventwheretheEUcampaignwaspromotedandthe“Iprefer30°”officiallyopenedto

partners,apaneldiscussionwasorganised.AswellasCommissionerConnieHedegaardandMinisterofthe

EnvironmentAndreaOrlando,therewerealsothefollowingspeakers:PierFrancescoMaran,Councillorof

EnvironmentfromMilanCityCouncil;UgoCappellaccifromtheCommitteeoftheRegions;MohamedSa-

mirfromP&GonbehalfofA.I.S.E.;MikeBarry,fromMarks&Spencer;HenrikSundströmfromElectrolux;

RossellaRavaglifromGucci;GiusyBettoni,forC.L.A.S.S;andReinerHengstmannfromPuma.

ThedebatewasmoderatedbySandrineDixson-DeclèvefromthePrinceofWales’sEUCorporateLeaders

GrouponClimateChange.

Thiswasfollowedbyasustainablefashionshow.

RunbetweenOctober2012andDecember2013,theCommissioncampaignhasattractedmore

than22,000followersonsocialmediaandmorethan160officialpartners.

Thecampaignconsistedin:

Amulti-lingualwebsitecollectingavastnumberofindividualinitiatives

AFacebookpage

Aseriesofevents,andnotablyincludingtheMilanoJune2013event,jointlywithA.I.S.E.(see2.2.2),

heldindifferentlocationsinEuropeonthefollowingthemes:

travel&transport

building&living

reuse&recycling

shopping&eating

producing&innovating

B2Blaunchevent(materialandpresscoverage)andvideoSee

AnnexIV

23


MsHedegaardstatedattheevent:

“I very much welcome the “I prefer 30°” campaign. This is an example of partnership at

its best and is fully in the spirit of the Commission’s aim to encourage multi-stakeholder

action in the fight against climate change. If we all make small changes to our daily ha-

bits, together we CAN make a big difference. Let’s work together for a better climate - one

machine wash at a time ! “

From7thJunethecampaignwasopenedtopartnerstosignup,acrossnotonlydetergentcompaniesbut

alsotopotentialpartnersrightacrossthevaluechain;fashioncompanies,retailers,appliancemanufactu-

rers,supplychainmanufacturers,nationalauthorities,industryassociationsandNGOs.

SubstantialcoveragewasobtainedatlaunchinBrussels,andalsoinItaly,DenmarkandGermany.Samples

ofthiscoverageareincludedinAnnexIV.

24


2.3 Business to Business engagement and partners

2.3.1 The complementary role of A.I.S.E. and its National Associations

DuringtheperiodbetweenJune2013andDecember2013,prioritywasgiventothesearchofB2B

partners.WhilstpreliminarypresentationsforkeystakeholdershadbeenorganisedbyA.I.S.E.overthe

periodfrommid-2012,whenthecampaignbriefhadbeenprovidedbytheBoard,theNationalAssocia-

tionsofthetargetcountriesstartedactivesearchingfrommidJune2013onwards.

A.I.S.E.approachedstakeholdersthroughtheirrepresentationatEUlevel,including:

-EUauthorities/EuropeanCommission(DGClimateAction,Entr,Environment,Sanco)

-EUrelatedvaluechainassociationsincluding:

GINETEX,theInternationalAssociationforTextileLabelling

EURATEX,theEuropeanApparelandTextileConfederation

Eurocommerce,theVoiceforretailandwholesaleinEurope

ERRT,theEuropeanRetailRoundTable

AEDT,EuropeanAssociationofFashionRetailers

CECED,TheEuropeanCommitteeofDomesticEquipmentManufacturers

AMFEP,theAssociationofManufacturersandFormulatorsofEnzymeProducts

-EUNGOs:

BEUC,theEuropeanConsumerOrganisation

Eurocoop,theEuropeanCommunityofConsumerCoopera

EEB,EuropeanEnvironmentalBureau(incl.CoolPlanetforCoolProducts)

-EUscientificcommunity(cfconsultationwithmicrobiologistsandwithProfessorSallyBloomfield).

Afewadditionaltargetedstakeholders,includingsomekeyEuropeanretailers,aswellasprovidersofraw

materials,werealsoapproached,andsupportwasprovidedforpresentationstothematnationallevel.

Similarly,atnationallevel,A.I.S.E.’sNationalAssociationsledtheidentificationof,andapproachto,

relevantstakeholders,eitherviatheirfederations(egretailers,fashion/textile,appliances),ordirectlyto

localauthoritiesandmembersofParliamentetc.

Thiscampaignprovedtobeaperfectopportunity

toengageinterestedpartiesacrossthewhole

chainofconsumeruseconnectedwithlaundry,

manyofwhomwishedtobecomeinvolved.

Thisprovedtobeaconsiderableanduniquestren-

gthforthecampaign.Greatsuccesswasachieved

whenawidevarietyoforganisationssignedup

tobeSponsors,InstitutionalSupporters,Gold

PartnersorCorporateSupporters(forthefulllist,

list,seesection2.3.3).

“The partnership approach worked very well. The

material and website that was developed centrally

had a very high quality and we got all the help we

needed quickly. There was a great sense of en-

thusiasm around the campaign and the results we

achieved so it was very much a team effort.”

HannaLoyche(DanishNational

AssociationofDetergentManufacturers)

25


2.3.2 Belgium: a special case, building on a unique sectorial agreement

ThedetergentssectorialagreementinBelgiumisaninitiativepioneeredbytheMinisterforthe

Environment,PaulMagnette.Itcameintoforcein2009andwassignedbytheBelgianauthorities,

theretailersanddistributors(COMEOS-UCM,UNIZO)andDETIC,thenationalassociationfordetergent

manufacturersinBelgium.Thisagreementisintendedtopromoteproductsrecognisedasbeing“more

environmentallyfriendly”inretaildistribution.Itrelatesprimarilytoincreasingtheavailabilityanddiversity

oftherangeofmoreenvironmentallyfriendlydetergentsforshoppersinstore.

2.3.3 Partner Overview

The 34 official partner organisations who committed formally to the “I prefer 30°” campaign are shown

in hereafter. They comprise: 10 Sponsors, 9 Institutional Supporters, 13 Gold Partners and 2 Corporate

Supporters.

Itisworthnotingalsothatseveralotherpartnersjoinedduringthecampaignacrossthefivecountries,but

withoutnecessarilycommittingviatheprojectdescription.

TheB2Bwww.iprefer30.euwebsitehasbeenthekeycommunicationvehicleforpartners,aswell,ofcourse

asaplatformforpromotingthepossibilityforotherpartnerstojointhecampaign.Arecapofitsuseis

featuredinthegraphsbelow.

The B2B website had 4,400 unique page viewsinitsfirstyearofoperation,reflectingitsusefulnessfor

allitspartners,andotherinterestedparties,whowantedtolearnabouttheuniquenatureofthemul-

ti-stakeholdercampaign.Asexpected,therewasapeakrightatthebeginningofthecampaigntorecruit

partners,coincidingwithitslaunchon7thJune2013,andthenanotherpeakinOctober2013,coinciding

withconfirmationofthegeographicalscope.

“Belgium has been very innovative with the for-

mat of the multi-sectorial agreement, involving

authorities, industry and retail to work together

towards common sustainability objectives.

The «I prefer 30°» campaign fitted perfectly

in this framework due to its multi-stakeholder

nature. Our sector welcomes and believes very

much in such coalitions to help drive changes.”

FrédérickWarzée,DETIC

Itcomprisestwokeyaspects:

i.instores:targetsfortheincreaseofnumberof

individualSKUsofeco-labelleddetergentsand

concentratedlaundrydetergentsontheshelves.

ItalsorecognizesA.I.S.E.’s2010Charterfor

SustainableCleaning.

ii.promotionofsustainableconsumption:targets

aimedatmodifyingconsumerhabitsintermsof

thetemperatureatwhichlaundrydetergentsare

used,ideallymovingtheaveragetemperature

from43°to38°c.

Giventheseobjectives,needlesstosay,

theinitiativefromA.I.S.E.todrivelowtemperature

washingarrivedataperfecttime.

>

26


B2Bcampaignwebsite:6,000

pageviews,4630unique

visitors

27


List of Campaign Partners as at 15 06 2015 11:03:22

Core Campaign Leaders

Logo Description Sector Campaign partner in

1 Procter & Gamble Detergent manufacturer* UK,IT,FR,DK,BE,

2 Unilever Detergent manufacturer UK,DK,BE,

3 Coop Danmark A/S Private label detergents and retailer DK

4 Nopa Nordic A/S Private label manufacturer ofdetergents DK

5 McBride Private label manufacturer ofdetergents FR,BE,

6 Werner and Mertz/Rainett Detergent manufacturer FR

7 Vandeputte Group Manufacturer of detergents BE

8 Henkel Detergent manufacturer* IT,FR,BE,

9 AUCHAN Private label detergents and retailer FR

10 Carrefour Private label detergents and retailer FR

Institutional Supporters


1 AMFEP Association of Manufacturers andFormulators of Enzyme Products IT,FR,DK,BE,UK,

2 Global Action Plan Environmental behaviour changecharity UK

3Federal Public Service ofHealth, Food Chain Safetyand Environment

Belgian authority BE

4 COMEOS Retailers trade association BE

5 COFREET French Committee for TextileLabelling Care FR

6 Ecolabelling Denmark Responsible for the official ecolabelsin Denmark DK

7 Energy Saving Trust Social enterprise with a charitableFoundation UK,IT,FR,DK,BE,

8 National Union of Students(NUS)

Membership organisation of studentsand their unions UK

9 VedvarendeEnergi/Energitjenesten

Initiative under the RenewableEnergy Association DK

10 WRAPNon profit organisation working withpartners to promote sustainable useof resources

UK

Gold Partners


1 C.L.A.S.S. Creativity Lifestyle and SustainableSynergy- Network for sustainablefashion

UK,IT,FR,DK,BE,

2 WEAR Trade association for the textile andfashion industry DK

3 Danish Fashion Institute Network organisation created by andfor the Danish Fashion Industry DK

4 Arcelik A.S. / BEKO Appliance manufacturer UK,IT,FR,DK,BE,

5 Dansk Mode & Textil Trade association for Danish textileand clothing companies DK

6 Electrolux/AEG Appliance manufacturer UK,IT,FR,DK,BE,

*Signatoriesto«CoreCampaignLeader»Commitment.

OptionA=fundingtheIP30°mediacampaign.

28


2 Global Action Plan Environmental behaviour changecharity UK

3Federal Public Service ofHealth, Food Chain Safetyand Environment

Belgian authority BE

4 COMEOS Retailers trade association BE

5 COFREET French Committee for TextileLabelling Care FR

6 Ecolabelling Denmark Responsible for the official ecolabelsin Denmark DK

7 Energy Saving Trust Social enterprise with a charitableFoundation UK,IT,FR,DK,BE,

8 National Union of Students(NUS)

Membership organisation of studentsand their unions UK

9 VedvarendeEnergi/Energitjenesten

Initiative under the RenewableEnergy Association DK

10 WRAPNon profit organisation working withpartners to promote sustainable useof resources

UK

Gold Partners


1 C.L.A.S.S. Creativity Lifestyle and SustainableSynergy- Network for sustainablefashion

UK,IT,FR,DK,BE,

2 WEAR Trade association for the textile andfashion industry DK

3 Danish Fashion Institute Network organisation created by andfor the Danish Fashion Industry DK

4 Arcelik A.S. / BEKO Appliance manufacturer UK,IT,FR,DK,BE,

5 Dansk Mode & Textil Trade association for Danish textileand clothing companies DK

6 Electrolux/AEG Appliance manufacturer UK,IT,FR,DK,BE,

7 AUCHAN Retailer FR

8 IKEA Furniture and decoration retailer UK

9 FEHA Trade Association for the appliancessector DK

10 MAYAMIKO DESIGNED Textile designer UK,IT,FR,DK,BE,

11 INDESIT Nordics AB Appliance manufacturer DK

12 Sainsbury's Private label detergents and retailer UK

13 Automatic Industries Laundry equipment manufacturer BE

Corporate Supporters


1 DuPont Industrial Biosciences sector UK,IT,FR,DK,BE,

2 NOVOZYMES Industrial Biotechnology BE,DK,FR,IT,UK,

29


2.3.4. Regular communication with partners

A.I.S.E.organisedregularcommunicationwithallthepartners,includingregularemailsandupdatesof

campaignprogressandpartners’activities.Itwasimportanttomaintainthemomentumofthecampaign

overthefivecountries,andoverthetwostagesofthecampaign,B2BandB2C,acrossnearly18monthsin

total.ThereforethecalendarofconsolidatedactivitiesranfromJune2013andthroughoutthewholeof

2014.Thecommunicationshighlightsareshownbelow.

07June2013 Pan-Europeansustainablelaundrycampaignlaunchedtoday-Seemoreat:

http://www.iprefer30.eu/partners#sthash.JI5mgoRl.dpuf

10June2013 Picturesofthe“Iprefer30°”launch

(Shortvideoalsoavailableonthewebsiteunder“WhyPrefer30”)

20June2013 “Iprefer30°”campaignentersDGClimatesa‘worldyoulike’challenge-Seemore

at:http://www.iprefer30.eu/partners#sthash.Umdiv4RR.dpuf

24July2013 A.I.S.E.welcomesfirstpartnersto“Iprefer30°”campaign-Seemoreat:

http://www.iprefer30.eu/partners#sthash.Umdiv4RR.dpuf

11October2013 A.I.S.E.confirmsgeographicalscopeoflowtemperaturecampaign.Additionalpart-

nerswelcometojoin!-Seemoreat:


10January2014 Multi-stakeholderlowtemperaturecampaignandconsumerportalwww.iprefer30.

euopenstodayin5Europeancountrieswith24partners!-Seemoreat:


26February2014 Iprefer30°campaigncontinuestoseepartnersgrow!-Seemoreat:


7March2014 DGClimates“worldyoulike”campaignpublicationnowavailable-Seemoreat:


13March2014 Latestnewson“Iprefer30°”campaignimplementationactivities

28April2014 TheIprefer30°campaigncreatesarealbuzzaspromotionalactivitiesgetwell

underway-Seemoreat:


17June2014 A.I.S.E.nationalassociationspresent“Iprefer30°”campaignactivitiesat10th

A.I.S.E.GeneralAssembly-Seemoreat:

http://www.iprefer30.eu/partners#sthash.JI5mgoRl.dpuf

1September2014 Partnersupdate:“Iprefer30°”-stilltimetopromotethecampaign!

24October2014 “Iprefer30°”campaignCloseOutReport-feedbackonimplementationactivities

undertakenbypartners

30


2.3.5 Final campaign budget achieved for the region

Thankstothedifferentpartnersofficiallyengagedinthecampaignand,inparticular,thankstothefundingpro-

videdbyCoreCampaignLeadersandCampaignCorporateSupporters,thefollowingbudgetcouldbedeployed

tohelpsupportthecampaign.Tonote,partofthebudgetforthecampaignlinkedtothecentraltoolkitdevelop-

mentandgeneralexpensescamefromtheA.I.S.Ecentralbudget;onlythebudgetforactualcampaignimplemen-

tationwascoveredbytheCampaignpartners.

Theaggregated*costsoftheIprefer30°campaignaresplitinthedifferentfollowinggroups:

.

Typeofcosts Budget Source Years

Central development of

toolkit, websites and

substantiation dossier/

consultations,

Close out report

About300000€ A.I.S.E.centralbudget Essentially2012-2013

2015

Budget for National

Associations activities

170114€splitin5coun-

tries

IP30°Campaignpartners

(detergentcompanies

andsuppliers)

ThroughA.I.S.E.

2014

Media budget directly

invested by Core

Campaign Leaders for

the central/neutral

IP30° Media Campaign

Between1Mnto1,5Mn€ IP30°Campaignpartners

(somedetergentcompa-

nies)

Investeddirectlyby

partners

2014

Individual activities

undertaken by the

Campaign partners

through their own

communication

channels.

Notavailable IP30°Campaignpartners

Investeddirectlyby

partners

2014

* details per country cannot be provided

for confidential reasons.

31


2.4 Business to Consumer engagement activities: the roll out and implementation

2.4.1 Key statistics and facts

Theconsumerengagementcampaign,fundedbythecorecampaignsponsors,ranineachcountryusing

exactlythesamecreativetreatment,withthesponsorsfundingandplanningtheindividualmediabursts,

rangingfromwomen’spress,tooutdoorposters,tostreetevents,PRactivities,dedicatedwebsitesand

socialmediaactivitiesandsponsorships.Manyoftheseactivitiesdirectedconsumerstofindoutmorefrom

thewebsite;the B2C site itself received over 345,000 unique page views;fromitslaunchon10thJanuary

2014,visitspeakedinthemiddleofApril2014;thiscoincidedwiththepeakoftheadvertisingandpromo-

tionalactivitiesinthefivecountries.

32


2.4.2 Ambassadors

Ambassadorswereselectedtoamplifythecampaigninsomecountries.Well-knownpersonalitieswereable

togivethemessageanextraemotionalandpersonaldrivethroughuseofPR,photographyandpersonal

visits.ThesewereappointedboththroughpromotionactivitiesfromA.I.S.E.inBrusselsandthroughthe5

NationalAssociations,aswellasfrompartnersthemselves.Thetablebelowprovidesasummaryoverview

ofKeyambassadorsofthecampaign.

Fulllist/picturesofIP30°ambassadorsSee

AnnexV

33


2.4.3 Achievements by country

2.4.3.1 Belgium

ThenationalassociationinBelgium,DETIC,wasalreadyfullyinvolvedinthesectorialagreementwith

authorities,retailersanddistributorsthathadbeeninitiatedin2009.Thisprovidedtheplatformforthe

campaigninBelgium;thesectorialagreementrequirestheretobecommunicationtoconsumersregarding

washingatlowertemperatures,soitwascleartotheDETICboardthat‘Iprefer30°’wasaperfectmechanic

tomeetthesegoals.Onthebasisofthis,DETICinvitedstakeholderstojointhecampaignandsucceeded

withtheFederalPublicServiceofHealth,FoodChainSafetyandEnvironment,Comeos(theFederationof

TradeandServicesinBelgium)andAutomaticIndustries.

DETIC’sstrategyforconsumerengagementwasbasedprimarilyondigital communication.DETICchoseto

createtwoFacebookpages(inbothDutchandFrench)tocommunicatewiththeconsumer.Toprovidethese

pageswithcontent,DETICaskedaspecialistagencyforcreating events and activation,WOW,toorganise

severaleventsinthemostimportantcitiesinBelgium.Therewere13ofthemintotal.Theseeventswere

designedtobeusedattwolevels;theycreatedtheopportunitytogetinclosecontactwiththeconsumer

ontheonehand,and,secondly,resultedinlivelyphotosoflotsofpeoplefullyengagedwiththecampaign,

whichwerethenusedascontentforthetwoFacebookpages.

Secondly,DETICchosetoworkwithaPRagency,CatsCommunication,tofocusonlifestylepress.During

thewholecampaign(April–October),theyachievedcoverageforthecampaigninconsumermagazines.A

secondimportantPRactivitywasthecollaborationofthecityofAntwerp,UnizoandAntwerpITCCO.The

goaloftheseorganisationsistopromotesustainabilityinthecityofAntwerp.Duringtheweekof12-19

April,thecityofAntwerpdisplayedclotheslinesfullof‘Iprefer30°’t-shirts,inoneofthemostimportant

shoppingstreetsinAntwerp,‘TheBelgiancityofFashion’.Inaddition,5.000washingguideswereprovided

intheshopsforconsumerstotake.

WhilstDETICwasinchargeoftheoverallcoordinationofthecampaigninBelgium,thecommunitymanage-

mentonsocialmediaandthereportingtowardsmembersandcorecampaignleaders,thesetwospecialist

agenciesprovidedparticularexpertiseinengagingconsumers.DETICsetuparegularmeetingorteleconfe-

rencewiththepartnerstoensurethecoordinationandroleswerefullyunderstoodanddelivered,asthe

campaignunfolded.DETICfundedinadditionpayperclickadsandFacebook-boostedposts.Intotalthe

reachwas6mfromDETIC’sactivities.

DETICwerealsoabletoengagethesupportofasignificantnumberofother‘unofficial’partners(thatis,

thoseonboardwiththecampaign,butnothavingsignedthecampaigncommitmentletter)whoengaged

andactedwithinthecampaignonceitstarted.These included H&M, Oxfam, Lidl, the City of Antwerp,

Unizo and Cora.BetweenAprilandOctober2014,DETIC posts reached 2.4m people with a frequency of

50 per person and a total of more than 123m views, with 80,000 people ‘engaged’ through social media.

ThecollaborationwithH&Misparticularlyworthnoting;thecompanyadvertisedmanyoftheroadshow

cityvisitsandorganisedthemintheirshops.Thisgavealargeincreasedreachfortheevents;200,000

more followers on Facebook and 7,000 more followers on Twitter.

AsCoreCampaignLeaders,bothProcter&GambleandHenkelimplementedtheIP30°Corecampaign,

withplacementofwebbannersonwomen’swebsitesduringthemonthofMarch2014,onsitessuchas

aufeminin,WewomenandGoogleandinMay2014onsitessuchasflair.be,libelle.be,femmesd’aujourdhui.

be,styletoday.be,feeling,beandgael.be.Intotal,nearly12m web impressionswereachievedfromtheCore

CampaignLeaders’activities.

OverviewofactivitiesledinBelgiumbyDETICSee

AnnexVI

34


Alsotheboardofessenscia,theBelgianFederationforChemistryandLifeSciencesindustries,werevery

enthusiasticaboutthe‘Iprefer30°’campaign.

Lidlalsousedthe‘Iprefer30°’logothroughamplificationactivitiesinthepromotionaladvertisingfortheir

Formildetergentbrand.

2.4.3.2 Denmark

ThenationalassociationinDenmark,SPT,organisedthesearchforpartnerslocallyandreceivedmuch

enthusiasticsupport;thecampaignmessagewasreceivedverywell,sinceitwaseasytounderstand,and

fittedwellwithPartners’CSRstrategies.SPTsucceededingainingagreementfromawidenumberof

activePartners;Novozymes, WEAR, Danish Fashion Institute, BEKO, Dansk Mode & Textile, AEG, FEHA

and Indesit/Hotpoint.Eachoftheseprovedtobeverymotivatedtoamplifythecampaign.SPTarranged

regularmeetings,whichmostofthePartnersattended,whichwereusedtocoordinateinformation,activi-

tiesandfeedbackthroughoutthecampaign.AspecialistPRagency,LEAD,wereusedfortheirexpertise.

The campaign included online banners, website, outdoor posters, print, distribution of more than 50,000

GoCardsandPRactivities.Editorialcoveragewasachievedinawidevarietyofconsumerpresstitlesin

Denmark,andin2professionaltrademagazines,estimatedtototal3.3m impacts in total.Furthermore,the

materialthathadbeenoriginatedbyA.I.S.E.,aswellastheconceptofthecampaign,basedongaininga

maximumnumberofvaluechainpartners,enabledthenationalassociationtohavevaluable dialoguewith

anumberofrelevantandconcernedstakeholders.

The Core Campaign Leaders in Denmark were Procter & Gamble, Unilever, COOP and Nopa Nordic.

Procter&Gamblerana2-weekcampaignaspartoftheCoreCampaignwiththewiththeIP30°generic

toolkit(nonbrandedwebbanners)onpopularDanishwebsites,suchasebay,BT.dkandAllerInternet,for6

weeksfromMarchtoMay;this was set to achieve more than 8 million impressions.

OverviewofactivitiesledinBelgiumbyDETICSee

AnnexVI

35


Unileverranamplificationactivitieswith2

weeksofnationaloutdoorpostersand2mon-

thsofprintadvertisementsfortheirBiotex

brand,featuringthe‘Iprefer30°’logo.

‘Iprefer30°’alsoappearedprominentlyon

thebrand’swebpagefor6monthsandina

consumerbrochure,Buzzador.

2.4.3.3 France

Thenationalassociation,AFISE,ledthecampaignandselectedaspecialistcommunicationsagency,‘lebu-

reaudecom’,tosupportanddrivethePR/socialmediacampaign.SponsorsoftheCoreMediaCampaign

wereProcter & Gamble and Henkel.ThenotableparticipationoftwomajorFrenchretailers-Auchan and

Carrefour –gavealsohighvisibilitytothecampaign.

Asaresult,amajorpresscampaignwasorganised,focusedonwomen’s,newsandconsumerpresstitles.

Thepresskitwassenttomorethan450journalistsearlyin2014andthisresultedinsubstantialcoverage;

intotal,theeditorialcampaignachievedmorethan 20 articles inmajormediainFrance(TV,magazines,

newspapersandwebzines).Therewasalsoadigital campaign,throughspecialistjournalists,andade-

dicatedFacebookpage,withatimetableofcampaignmessages,3timesaweek,overtheperiodfrom

FebruarytoApril,aswellasTwitteractivities.A test with 200 consumers (‘Le Club des Expertes’)was

OverviewofactivitieslesinFrancebyAfiseSee

AnnexVI

36


organisedwiththehelpof‘aufeminin.com’frommid-Februarytomid-March.Theexpertswererecruited

withthehelpofan‘Iprefer30°’t-shirtandinvitedtotestdoingtheirlaundryat30°overthenextweek

andthengivetheiropinionsbackviathewebsite.Thisresultedverygoodcommentsfromtheexperts,and

withfeedbackfrom153ofthem,itachievedanaveragescoreof4.4(outof5)forwashingat30°.

ActivitiesfromtheCoreCampaignLeadersresultedinadvertisinginanumberofwomen’smagazines

(egFeminaetc)fromMarchtoMaywithatotalcirculationof7.6m,aswellasmorethan50m website

impressions.

Intermsofamplificationactivities,Auchanfeatured‘Iprefer30°’inthepromotionof30productssuitable

forlowtemperaturewashingfromJunetoOctober2014,includingpromotionaldisplaysinmaindriveaisles

andshelftalkersindetergentaislesCarrefourarrangedacampaignacrosstheirstores,inbothhypermar-

ketsandsupermarkets,fromFebruarytoOctober2014,andthisincludedshelftalkersanddisplaycardsin

detergentandappliancesalesareas,300,000leafletsinentranceareas,togetherwithdirectmailtotheir

millionsofloyaltycardholders.Thecampaignalsofeaturedintheircataloguesandonwebbanners.

37


2.4.3.4 Italy

ThethenationalassociationAssocasaselectedaspecialistwebagency,DigitalMind,tospearheadthe

campaign.InMayandJune,anonline‘selfie’ competitionwasrun.AssocasaalsosetupadedicatedFace-

bookpage.More than 1.35m peoplesawcontentassociatedwiththispageandthecampaignwasfeatured

indailypress.

SponsorsoftheCoreCampaigninItalywereProcter & Gambleand

Henkel.Thecampaignwasstartedmid-waythrough2014inItaly.The

highlight was an important event in Treviso, attended by more than

160 bloggers and journalists,duringthepresentationofabookbya

famousItalianblogger,Domitilla Ferrari.Assocasaalsosecuredthe

agreementofTessaGelisio,awellknownTVpersonality,tobethe

ambassadorforthecampaign,andshehostedthelaunchofthecam-

paigninMilaninJune2013.Shethenwentontowriteaboutitinher

blog(Ecocentrica)andforamagazine.

Foradvertising,theCoreCampaignleadersarrangedadvertisingin

women’sweeklypresstitles,suchasDonnaModernaandGrazia,over

MayandJune2014andthisreached54%ofwomenaged25to54.

Googlewebdisplaypageswerealsobought,overthesameperiod,

leading to 6m unique users from 14.6m impressions.

2.4.3.5 United Kingdom

Themainfocusforthenationalassociation,UKCPI,wasthepartnershipwiththeNational Union of Stu-

dents (NUS).Theaimwastoincreasetheawarenessamongststudentsofthefinancialandenvironmental

benefitsofwashingtheirclothesat30°.Thereweretwophasestotheapproach,inMay/JuneandinSep-

tember/October2014.Some20,000samplesoflowtemperaturedetergentbrands(suppliedbyUnilever

andProcterandGamble)weredistributedduringthecampaign.Additionallyacompetitionwasrunencou-

ragingstudentstosubmita“lowtemperature”selfietowinprizes.Also2,200‘Iprefer30°’Fairtradegoo-

diebagsweredistributedduring‘freshers’weeksatfiveStudents’Unionsandthemessagewaspromoted

toallUKstudentsviaacombinationoftheNUSExtrae-maillist(500,000students),NUShomewebpage,

viaindividualStudentsUnionsandUniversitiesandviatheNUSFacebookpage.Theonlinecampaignwith

the‘selfie’competitiondrovemorethan500,000 impressions alone.

OverviewofactivitesledinitalybyASSOCASASee

AnnexVI

OverviewofactivitesledintheUKbyUKCPISee

AnnexVI

38


AnexampleofthecampaignfromtheNUSwebsite

TheNUS,uniquely,undertooktheirownsurveyamongststudentstoassessthecampaign’seffectiveness

againstthistarget.Theyranaquestionnairetwice,inJuneandagaininNovember2014,enablingacompa-

risonbeforethecampaignstartedandthenatitsend.Theirfindingssuggestedthattheraisedawareness

hadanimpactonbehaviourswith40.5%ofrespondentsstatingthattheyalwayswashedat30degreesin

November2014comparedto33.2%inJune2014.

SponsorsoftheCoreCampaignintheUKwereProcter & GambleandUnilever.Institutionalsupporters

were‘LoveYourClothes’(aninitiativefromtheUKgovernmentdepartmentDEFRA),the National Union

of Students (NUS),theEnergy Saving Trust andGlobal Action Plan.Aleadinggroceryretailer, Sainsbury,

Thewinningphotograph,fromtheUniversityof

Cambridge.

Howoftendoyou

personallywashclothes

at30degreesorless?

Always Quite

often

Some-

times

Occa-

sio-

nally

Never Don’t

know

Not

applica-

ble

Total

June2014% 33.2 20.3 13.4 13.9 9.6 5.8 3.8 100(395)

Nov2014% 40.5 25.2 12.2 8.6 7.2 5.9 0.5 100(222)

39


wasalsoapartnerinthecampaignandpromoteditthrough

theirownbrandclothesrange.

Forafulllistofsponsors,seesection2.3.3.

Unilever,throughthePersilbrand,createdauniquecam-

paignin250Wilkinson’sstores,supportedonitsownweb-

site,topromotethe‘Iprefer30°’messageanditsbenefits

andthisledtoincreasedsalesinthestores.Corecampaign

leadersalsoarrangedforbothprintanddigitaladvertisingin

MarchandApril2014.

2.4.4 Activities by EU wide partners

TherewerealsosixEU-widepartners:AMFEP,CLASS,BEKO/Arcelik,AEG/Electrolux,Novozymesand

Dupont.

AMFEP,theEuropeanAssociationofEnzymesmanufacturers,contributedalotofitsexpertiseattheearly

stageofthecampaign,notablythroughthesubstantiationdossier(explainingthevaluableroleofenzymes

inenablinglowtemperaturewashingandgoodperformance).TheyfeaturedtheIP30°logoalsoontheir

www.amfep.orgwebsite.Similarly,CLASS,assustainablefashionconsultantbasedinMilan,involvedinthe

developmentofnewfabrics,sustainablematerialsandworkingwithmanyfashiondesigners,alsopromoted

theircommitmenttothecampaignviatheirwebsiteandbyorganisingthejointlauncheventinJune2013.

NovozymesarrangedforahighlevelpresentationtobegivenaboutthecampaignattheCopenhagen

HouseholdCareSustainabilitySummit,whichwashostedbytheminDecember2013andthisincludedlea-

dingdetergentproducersandvaluechainpartners.

Dupontorganised,inJune2014,aninternalemployeechallengeforasmanyDuPontemployeesaspossible

topledgetowashtheirclothesat30˚Cfor30daysandhostedadedicatedwebsitetothisaim.Nearly600

employeestookpartinthechallengeanduploadedinformationonthewebsite.Nearly200tookpartinthe

consumerpanelsurvey.

40


41


2.5.1 The evolution of consumer habits

2.5.1.1 EU summary of key indicators

Every3yearsstartingin2008,thenin2011andagainin2014,A.I.S.E.commissionedaconsistentlyde-

signed,online,consumer researchstudybyInSitesConsultingabouthouseholdlaundryandcleaning

habits.Thesamplesizesofeachofthesestudieswere4740respondentswithanaverageof200respon-

dentsineachofthe23countries,nationallyrepresentativeintermsofage(18-65yearold)andgender.The

surveycoveredlaundryhabitsandloadingofthewashmachines.ThelastonewasundertakeninOctober

andNovember2014,timedinordertoassessifthecampaigneffectcouldbedetectedatmacrolevel,even

thoughithadbeenlessthanayearsinceithadbeenrunning.Theparticipantswereaskedabouttheirbe-

haviorwithwashingmachinesandlaundrydryingandabouttheiropinionaboutenergyissuesingeneral.

ThesummaryofthisresearchisprovidedinAnnex.

2.5 Achievement and learnings

Thissectionofthereportreviewsthecampaignperformanceandresults.Followingtheanalysisofthe2014

consumerhabitsdata,amorequalitativeoverviewtohowthecampaignperformedoverallisprovidedlater

inthissection.

The 2014 survey showed overall a lower interest for sustainability information and behavior by

European consumers as

compared to 2011.

This can partly explain the limited influence of the IP30° campaign for lowering the wash temperature.

The challenging economic period during which the survey was conducted is also reflected to some

extent in several indicators from the survey results.

Summary of Insites consumer research findings 2014See

AnnexVII

42


Thelatestsurveyresultsshowthatboth

themessagesabouttheimportanceof

notunderfillingthemachineandwashing

atlowertemperaturesaresubstantially

agreedbysurveyrespondents.

The graph aside shows that overall, the

efforts to be more sustainable seem to

have lost some of their importance for

consumers versus 2011.

The graphs herewith also indicate that the slight average temperature increase in 2014 (versus 2011) is

overall general to several countries (except Eastern Europe). The average wash temperature noted via

this 2014 survey across the whole of Europe is 42.6˚C (versus 41° in 2011 and 41.6°C in 2008).Thisis

duetoadecreaseinthenumberofcolderwashessince2011.Theseslightdifferencesmayalsobedueto

themarginoferroraspeopleareaskedtorecordbymemorytheaveragewashtemperaturethattheyhave

beenusingoverthelasttwoweeks.

In terms of laundering trends,therehasbeenaconti-

nuingdeclineinthenumberofwashesdoneperweek,

onaverage,from3.4(2008),to3.2(2011)to3.1(2014).

AcrossEurope,theUKhasthehighestnumberofwashes

perweek,at3.8,indicatingthatthiswasagoodcountry

tohaveselectedtorunthecampaign.Theaveragewas-

hingmachineacrossEuropeisclaimedtobe84%full,

meaningthatthereisstillsomewaytogotopersuade

consumerstofillthemachineto100%foreverywash.

43


Complementaryanalysisoftheresultsdid

notallowtodrawanyspecificconclusion

withregardtotheimpactofage,gender,

socialgroupsonthisaveragewashtem-

perature.Itisinterestingtonotehowever

thatthisincreaseseemstobeobserved

formostofindividualcountries,andnot

onlyinaspecificregionalcluster.

TheInsitesquantitativeconsumer

researchdidnotallowmoreindepth

analysisasregardsthereasonsforsuch

changesofhabits.Reliabilityofthe

consumerpanelwasnotquestionedbythe

consultantbutmaybemoreindepth

qualitativeanalysiswouldbeneededto

betterunderstandiftheapparentslight

increaseintheaveragewashtemperature

hasbeendoneconsciouslyorifitisdueto

thewaythesurveyisdone.

Evolution of wash temperatures :

Whencomparingthe2008,2011,and2014data,theaveragewashtemperatureisfoundtovaryin

therangeof41-42.6°CatEUlevel.Thereareslightdifferencesinaveragewashtemperaturewhen

comparing2008,2011,and2014data.There continues to be important regional differences(for

examplewithSpainwashingstillatthelowestaveragewith36.6°C),versusScandinavia(withfor

exampleFinlandhavingthehighestaveragewashtemperatureat46.3°C).Trendscanbeobserved

whencomparingthe2011and2014datasets-insomecases,slightincreasesoftheaveragetempe-

raturecanbeobserved(egPortugal,UK,Turkey);inothercases,slightdecreases(egPoland).

Overall,thecountryorregionalaveragetemperaturevariedbetween2011and2014withinarange

of0.2to2.7°C.

Throughout the 3 survey period, the most often used wash cycle in each market continues to be

the 40°C cycle.The60°Ccycleisalsocommonlyused.Thenewlypromoted20°Ccycleisnotyet

commonlyused.Thismaybeduetoaveryrecentpenetrationonthemarketofappliancesoffering

thiscycle.

These data continue to indicate that habit change is a slow process and that insights from

the IP30° campaign can be used to accelerate the move to more sustainable laundry washing behaviour.

44


Insiteshasalsobeenanalysingmoreindetailswhetherthegroupofpeoplewhosaidtheyhadseenthe

campaignhadoveralladifferenttrendinwashinghabitsversustheonewhosaidtheydidnotseeitbutthis

didnotshowspecificinformation.Thesamplethough(onaverage15%ofacountrysampleof200soabout

30percountry)wasrelativelylimited.

Thetablesaboveprovidemoredetailsastohowthesplitoftemperatureshasevolvedbetween2008,2011and

20114inEUandinthespecific5campaigncountries.Whilstitisnotpossibletodrawgenericconclusions,we

tendtoseeanincreaseinmostregionsoftheshareofwashesdoneat30°,butalsoanincreaseoftheones

doneat60°,withstill40°Cbeingthepreferredcycle.

Thisconfirmstheneedtocontinueeducationovertimeontheopportunitiesbroughtbylowtemperature

washing,butshowsaswellthatsuchhabitchangesareextremelychallengingtodrive.Campaignsdrivenin

amulti-stakeholderwayandonlongerperiodsshouldthusbefurtherencouragedandorganised.

Evolutionofaveragewashingtemperatures,bycountry,between2008,2011,2014

Evolutionofthetemperature

distributioninthe5campaign

countriesbetween2008,2011

and2014

2.5.1.2. Country temperature evolution in the 5 campaign countries

Theresultsoftheaveragewashtemperatureusedinthe5campaigncountriestheresultsareshowninthe

graphbelow.

2014 average wash temperatures

(source Insites 2014):

UK:40,7°

Italy:41,9°

France:39,8°

Denmark:44,2°

Belgium:41,9°

!

Washing temperatures

1

E.U.

0 20 40 60

>60°

50°

40°

<30°U.K.

2008

2011

2014

0 20 40 60

>60°

50°

40°

<30°Italy

2008

2011

2014

0 20 40 60 80

>60°

50°

40°

<30°Denmark

2008

2011

2014

0 20 40 60

>60°

50°

40°

<30°France

2008

2011

2014

0 20 40 60

>60°

50°

40°

<30°Belgium

2008

2011

2014

0 20 40 60

>60°

50°

40°

<30°

2008

2011

2014

0 5 10 15 20 25 30 35 40 45 50

UK

Italy

France

Denmark

Belgium

.

2008

2011

2014

45


2.5.1.3 The campaign itself

Lookingtothedetailofthe‘Iprefer30°’campaignitself, 15% the respondents claim to have seen the

logo. Morethanhalfoftherespondentsrecognizetheinternationalcarelabeldesign.Thefactthatthe

campaignusedanalreadywellknownsymbolforitscreativeplatformmeans,naturally,thatitismore

difficulttoattributelogorecognitionforthe‘Iprefer30°’logoitself,butthisistobeexpected.

Butwhenaskedwhetherconsumersappreciatethismultistakeholderinitiative,more than 70% do think

that it is good for several partners to work together in such a way on such an initiative.A.I.S.E.intendsto

continuetorepeatitssurveysonaregularbasis,sinceitisrecognisedthatconsumerbehaviorandhabits

takealongtimetochange.

2.5.2 Feedback from Partners

Aquestionnairewassenttoeachofthenationalassociations,togetherwithallthePartnersandSponsors,

togathertheirviewsaboutthecampaign.Seventeen responseswerereceived(representing44%ofthe

possibleresponses).

The feedback in general was positive:

100%ofrespondentsagreedthattheconceptofthecampaignwasverygood,goodorfair.

93%ofrespondentsagreedthatgood,orverygood,supportwasgivenbythenationalassociationsfor

thecampaign.

Onceagain,100%oftherespondentsfoundthewebsitegoodorverygood.

100%foundtheToolkitverygood,goodorfair.

Nineofthesixteensponsorresponsesindicatedtheywouldlikethecampaigntocontinue.

TheinternationalcoordinationroleofA.I.S.E.wasverymuchappreciated:‘astrongrelationshipbetween

A.I.S.E.andAFISEhasbeensetupveryquicklyandA.I.S.E.preparedthejobwellbeforehand’(AFISE,

France)

Manyofthepeopleinvolvedwereverybusywithotheraspectsoftheirroles,butgenerallyappreciatedthe

planningandcreativityofthecampaignideas:‘Partnerswerealwayskeentoworkwithuson‘Iprefer30°’

andmostofthetimecommunicationbetweenbothpartieswentsmoothly.As‘Iprefer30°’wasnotalways

topprioritytopartnersandduetohierarchyinpartners’organisations,fromtimetotimecommunication

wentabitslow’(1NationalAssociation).‘Internalchangesofstaffresponsibilitiesinthecorecampaign

companiesalsohinderedcontinuity….’(1NationalAssociation)

‘Thecombinationofpaidmediacampaignwithactivitiesbypartnersisanefficientwaytoenhancevisibility

withlimitedbudget’(FPS,Belgium)

Someofthebestactivitieshappenedwhenpartnershipswereformedwithpartnershavingcomplementary

resources:‘BestpartnerinourcountrywastheNUS–sharedsimilarobjectives(studentswitchoffcam-

paign)andweworkedintruepartnershipi.e.weprovidedfundsandmaterialstheyprovidedaudienceand

campaigns’(UKCPI,UK)

ItwasinterestingthattheNUSsurveyresultsindicatethattimingofthemessagestotieintochangesin

youngpeoples’livescouldbebuiltoninthefuture:‘Thesurveyneverthelessindicatesthatthismaybea

fruitfultimetobetryingtoinfluencebehaviours–whenstudentsadopthabitsintheirnewaccommoda-

tion.’(NUS,UK)

Therewasenthusiasmforthecampaignevenfromother,unexpectedareas:‘Afewbutverywell-known….

companieshelpedusspreadthewordwithoutsigninganycontract’(1NationalAssociation).

46


2.5.3 Potential learnings for future campaigns

The“Iprefer30°”campaignledbyA.I.S.E.hasbeenanunprecedentedmulti-stakeholdercampaigninthe

detergentsectorandpossibly,inothersectorstoo.

A campaign fitting well with the political agenda:DuetothesynergiesbetweenIP30°andthe“Worldyou

likewithaClimateyoulike”campaign,thisconceptdevelopedbyA.I.S.E.hasbeenextremelyvaluablein

thesensethatforcommonsocietaltopics,themoreactorsbehindonemessage,themorepowerful–and

thus,understood-yourmessagewillbe.TheexampleoftheBelgiansectorialagreementalsodemonstrated

thepertinenceofthisinitiativevisàvislocalstakeholders.

Stakeholder outreach : with more than 30 partners (and other “unofficial” partners),thecampaignhas

beenrathersuccessfulingettingavastandrepresentativenumberofpartnersfromthedetergentvalue

chainandfromrelatedinterestedstakeholders.Itisperhapsthecasethatmoredirectpartnersfromthe

textileindustryandtheapplianceindustrywouldhavebeenwelcome,aswellasfromretailersinthefive

countries.

Intermsofsubstantiation of the message,specialattentionwastakenbyA.I.S.E.beforehandtoconsult

withleadingscientificexpertsabouttherightadviceandguidancetogivetoconsumers.Thismayhave

delayedthedeliveryofthetoolkit(by3-4months)butwasessential.Thispreparatoryworkwasextremely

wellappreciatedbypartnersandbythescientificcommunity.Italsoshowedthatnotonlywasthe“callfor

action”forconsumers(toencouragethemtowashatlowtemperatures)possible,butalsoitneededtobe

communicatedwithadequatenuancedmessages,astherearecertainconditionsforwhichitisnotappro-

priatetowashatlowtemperatures(cfinfographiconB2CIP30°site).

In terms of the creativity and deployment of the Toolkit,itisclearthat,inbuildingonaconsistentlyde-

signedtoolkitandguidelines,individualcompaniesandnationalassociationshavebeenabletofindarange

ofverygoodcreative,yetdifferent,waystogetthemessageacross,eachappropriatefortheirmarket

conditions.Thisapproach,then,hasrecognisedandcapitalisedonthediversityofthenumberofpartners

involvedwiththecampaign;fromstreetevents,toFacebook,topressadvertisingandtoin-storeeventsand

displaymaterials.Butthiswasonlyfeasiblethroughthecustomisationofthemessageforeachmarket,led

bytheNationalAssociation,andthisgaveitastrong“national” spirit,whilstrespectingitspan-European

nature.AllthiscouldbedonethroughspecificallydevotedNationalAssociation(NA)PRbudgets,obtained

thankstothefinancialsupportofseveralpartners(particularlysoasthisprojectwasadditionaltoother

NAwork).Thefactthattheverystrongcampaignvisualcouldalsobecustomisedwiththepartners’name

provedalsotobeverygoodandsuccessful,allowingthecommonmessagetobedeployedbutstillallowing,

forthosewhowished,some“appropriation” by brands,atleasttoanextent,whilstremainingtruetothe

campaignguidelines.

Intermsofreach,itsrollingoutinthe media and among stakeholders,thecampaignwassuccessfulinthe

sensethatitwasairedandwrittenthroughseveralmediachannels.Butless amplification than expected

wasorganised,andduetolimitedmediabudgetavailable,itisperhapsthecasethatmoreefficientvisibility

couldhavebeengained.However,itcanbesaidthatinthe5campaignmarkets,itiswomenaged25to50,

whousuallytakethemainresponsibilityforwashingclothesinafamilyhouse.Howeveritisalsothecase

thatyoungerpeopleresponsibleforlaunderingtheirownclothes,suchasstudentslivingawayfromhome,

werereachedinthecaseoftheNUScampaignintheUK.Ashasbeenshownintheindividualcountries,

manymillionsofpeoplehaveseenthecampaignduring2014.

Partners search/Contract :Forsomepartnersandpotentialpartners,thecampaigncontract(whichin

principle,hadtobesignedbyeachindividualpartner)wasperceivedbysomeassomewhatcomplexand

47


burdensome.Thisprovedtobeabarriertospeedandtosignup,insomecases.Afuturesolutiontothis

wouldbetoseektosimplify,ornegatetheneedfor,suchacontractinthefuture.(Note:inthisevent,

A.I.S.E.neededtoestablishthiscontractparticularlyduetothecreativeroutewhichwassubjecttoan

agreementwithGINETEXontheuseofthetrademark,aswellasthecontractbeingrequiredforCore

CampaignLeadersinordertosecurethefinancingoftheinitiative).Itmightbepossibleforashorterver-

sionofthecontract,designedforpartners“amplifying”thecampaign,couldbedevisedforthefuture.In

addition,somepartnerswouldhavepreferredexclusivitytothiscampaignversusothers(whohadalready

signed),inagivensector.Butthecampaignwasplannedsothatitwouldbeasbroadaspossible,withas

manypartnersaspossible,eveniftheywerefromthesamecompetitivesegment.

Partner search/Timing : FromJune2013anduptoJan2014,whentheB2Ccampaignstartedofficial-

ly,therewasarelativelyshortperiodoftimefortheB2Bengagement,andforgettingpreparedforthe

implementation.Thiswasalsonoteasy,astheB2Bopeningwasthesameastheopeningdateforthe

commitmentperiodforthedetergentcompanies(andsponsors),whohadtocommitinsufficientnumber

ineachmarketforthatmarkettobeformallyconfirmed.Asthisdeadline(setatendSept2014)needed

tobeextendedbyanother2weeks,itplacedsomeoftheNationalAssociationssearchingforpartnersin

asomewhatchallengingsituation,despitethefactthatconfirmationwasstillpossible.Furthermore,some

brandmanufacturersfeltthat,inordertogetretailers’support,therewouldhaveneededtohavebeena

promotionalmechanic.

Core Media Campaign and Amplification delivery : ItprovedtobetrickyforsomeoftheSponsorsto

delivertheconsumercommunicationcampaignwithintheircountries,becausethecampaignwasnotpart

oftheirusualsystemorprocessforadvertising,andalsoduetosomechallengesininternalcommunica-

tions/buyingintothecampaignlocallyvscentrally.Thesolutiontothismaybetoallowmoretimeforthe

creativedevelopment,mediaplanningandbuyingtotakeplacewithineachmarket.However,difficulties

developed,oncethecampaignwasunderway,onbehalfofdetergentbrands(andforsomeretailersfor

theirownlabelbrands),becausetheywouldhavehadtoincludealogothatwasalsobeingusedbytheir

localcompetitors.Furthermore,theirowninternalprocessesweremoretimeconsumingthanhadbeen

initiallyexpected.Thefactthattherecanbeturnoverofkeypeoplewithinmarketing/communicationover

thevitalplanningperiodwasalsoachallengeinsomecountries.Overall,itisfeltthatmoreamplification

activitiescouldhavebeenundertaken,especiallybydetergentmanufacturers/brands.

The website was innovative in its design, wellusedandverymuchappreciatedbypeoplewhousedit;

howevertherewasatechnicallimitationbecauseitusedonelongpageformatonlyandseveralpartners

indicatedthattheywouldhavepreferredamoreflexibleapproachusingdifferenturl’ssothattherecould

belinkstootherwebsitesandbetteruseofextendedsocialmediaopportunities.

Some partners mentioned that it might have been more impactful and effective for end consumers, if

there had been a specified, tighter, consumer targetmarketforthecampaign,becausethiswouldhave

focusedthelimitedresourcestochangingthebehaviorofaparticulartarget,andthereforethemessage

mayhavebeenmorestronglyperceivedthroughincreasedfrequencyforthattargetgroup.Equally,it

mighthavebeenbettertoassociatethelogomorefrequentlywithwell-knownbrands,forbetterimpact.

However,insomeinstances,thefactthatthiswasamultistakeholdercampaignpreventedsomecompa-

niesfromjoiningasfully,becauseitwasagainsttheirbrandingpolicytoincludeanotherlogowithintheir

ownmaterials.Thisremainsajudgementissuesofhowbesttoreachconsumersbotheffectivelyand

cost-efficiently.

48


Lastly,thetimeforthecampaignvisàvisconsumerswasoverjustafewmonths(Jan-Sept2014),witha

focusofthemediacampaignacrossjust2months.Inordertochangeconsumerhabits,itisacceptedthat

longer periods of consumer communicationwouldbenecessary.However,A.I.S.E.,havingadoptedthis

proposedcampaignformat(namelyrunningthecorecampaignthen,havingpartnersamplifyingit),and

developedthisprojectina“pilot”way,neededtotakethelearningsfromthisactivity,andtheapproachit

used,beforeexpandingitfurther.

2.6 Conclusions

The A.I.S.E. multi-stakeholder “I prefer 30°”campaign has been an extremely successful campaign

in a number of ways:

-Firstly,the excellent collaborationwithintheA.I.S.E.network,betweentheA.I.S.E.teaminBrussels,

theEuropeanWorkingGroupinchargeoftheprojectandthe5NationalAssociations,whoweredeeply

involvedindeployingtheprojectlocally.Thedynamicgeneratedbythiscrossindustrycampaignandthe

learningsgainedfromit,pavethewayforpotentialfuturecampaigns.

-Secondly,collaboration between the detergent industry and the different actors across the whole value

chain, such as appliance manufacturers, clothing retailers, Authorities, NGOs, supermarket retailers

etc, allofwhomcontributedthroughbecomingpartnercompaniesororganisations,andsuccessfully

implementedthiscampaignacrossfiveEuropeancountries.Thecommunicationthatthecombinationof

partnersgeneratedwasextremely positive and demonstrated the complementary rolesandcomprehen-

siveapproachthattogethercandrivethesustainabilityagendaforward,throughthistypeofdialogueand

collaboration.Thewaythattheprojectwasorganisedshowed the value of working across the value chain

to address the challenges around driving consumer behavioral change.

-Thirdly,theevidencegainedfromtheconsumerhabitsresearchshowedthelongtermnatureofthe

challengetochangehabitsandtherefore the need to work in the long term to succeed in delivering such

changes. Theresearchalsoshowsthat,whilstenvironmentalmattersareofinteresttoconsumers,

currentlytheirbiggestpreoccupationsarethoselinkedtoeconomicpressures.Thisknowledgecould

enablestakeholders,inthefuture,to explain both the economic benefits and the environmental/climate

change issues,forabetterbalancebetweenwhatcanbeseenonlyas“longterm”problemsandthe“short

term”needsofconsumers/citizens.

This multi-stakeholder campaign has proved to be workable, and a great deal has been learned that can

provide a platform for future campaigns across these linked industry groups, institutions, associations

and governance bodies.

A.I.S.E. and its National Associations are delighted to have been able to deliver all this work and thank

warmly all the partners for their trust and fantastic work in leveraging the I prefer 30° message. We look

forward to continuing the journey towards sustainable consumption patterns with you and will continue

to welcome your views to this end.

>

51


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Forfurtherdetailsonthecampaign,pleasecontact:

A.I.S.E.,[email protected]

Belgium,[email protected],[email protected]

Denmark,[email protected]

France,[email protected]

UnitedKingdom,[email protected]

WWW.IPREFER30.EU

“

Forfurtherdetailsonthecampaign,pleasecontact:

A.I.S.E.,[email protected]

Belgium,[email protected],[email protected]

Denmark,[email protected]

France,[email protected]

UnitedKingdom,[email protected]

WWW.IPREFER30.EU

“ThankstoallourcampaignpartnersforjoiningIprefer30°!!Welookforwardtopursuingthejourneytowardsustainableconsumptionwithyou...andmanymore!”

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