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PROJECT INFO

Innocent Relaunch Buy One Grow One Tree
Posted: 06 May 2008

Buy One Grow One Tree is innocent drink’s relaunched campaign aimed to support sustainable tree planting schemes in rural India. After smashing the 100,000 target last year and planting a massive 164,020 trees, this year innocent aim to plant even more.

We worked with innocent again to create a new microsite to support the scheme. The site is the hub of the integrated campaign supported by on and offline advertising.

The Buy One Grow One Tree microsite has many additional features from last year’s campaign. Innocent have collaborated with the Tree Council to produce ‘Walk in the Woods’, a month-long festival designed to encourage people to get out and enjoy the countryside. This has been supported within the site with a map which locates users' nearest guided walk.

Visitors to the site are given information about how the project works and can see where the projects are in India via a Google Map application. And kKids have an area within the microsite designed especially for them to get involved with the campaign.

Tree planting has been further incentivised as users are awarded with eco-friendly prizes for planting their trees. The more trees they plant, the more prizes they win.

Sitting alongside the new site is a Facebook application which updates every time a user plants another tree and supports their efforts with a celebratory message. This badge is also available for users to download onto their own blogs.

Happily the innocent virtual forest returns, too, so tree planters can locate the tree they have planted as well as dedicating a tree to friends and loved ones.