Tree Detective - SCA Triple Velvet

Background

Toilet paper is a purchase that consumers rarely deliberate over, blindly reaching for whatever they know and always buy (or what’s on the best price deal that week).

As the number two in the UK market, Triple Velvet was trying to differentiate the brand from Andrex (and the puppy) around an environmental message, namely that for every tree they use they will replant three.

They wanted an idea to drive awareness of this new message, drive traffic to the website and increase propensity to buy.

Idea

To support the message about replanting three trees for every one used, the agency created an ‘edu-taining’ learning experience called the ‘Triple Velvet Tree Detective’. A national roadshow and a website featured Baby MD, the spokesperson for Triple Velvet in all the TV ads.

More than just a brand spokesperson, Baby MD became a guide for children to learn about the importance of trees in a “tree-mendous” interactive experience.

A beautifully crafted forest installation was created, featuring a woodland trail through the seasons to stimulate all the senses. Decorated in a children’s storybook style, it travelled around UK Shopping centres.

Every child received a log-book to fill in and their mums got money-off coupons.

Activities including hunting for bugs in the hollow of an oak tree, identifying birds from their songs, catching an oak leaf in the autumn wind and finding the squirrel’s acorns, which he’d hidden for winter food.

Nearly 17,000 kids and 94,000 parents visited the installation.

The Results

The campaign overachieved in each of the following areas:

• The % of respondents who immediately understood the 3 Trees message and the number of children who completed the activity.
• The number of information leaflets distributed.
• The customer propensity to purchase %.
• The number of people who advised that they intended to go on the Tree Detective microsite in the future.
• The % of Triple Velvet non-users who indicated that they would now purchase the product.