Digital Campaign
Case Study
Sustainability and quality are not opposites.
This is one of the principles of Discovery, a brand of The Navigator Company, for which Shift has developed the latest digital campaign.
It all starts with the raw material.
The Navigator Company is an integrated forestry, pulp, paper, tissue and energy producer. It is also a leader in Europe and sixth in the world in the production of non-revised fine printing and writing (UWF) papers. The Navigator Company has a broad portfolio of brands and products, including Discovery Paper.
Eucalyptus globulus is the forest species that is at the origin of the Discovery paper. It gives this paper its unique characteristics, both in terms of efficiency and sustainability. On one hand, its fiber makes it possible to create a thicker, more resistant paper with high print quality. On another hand, it requires 40% less wood than other species to produce the same amount of paper.
A digital campaign about sustainability and efficiency.
By having an above-average performance, Discovery paper competes with others of higher weight (70g or 75g vs 80g). So, it is the right choice for everyone who wants to run their business in a more sustainable way.
The saving of resources that is at the origin of this product has positive consequences beyond the obvious ones. This is why the brand has created a Calculator where the customers can see where and how much they could save by choosing Discovery. The results estimate the gains in terms of transport, garbage, wood or CO2 stock.
As a result of the brand's strategy for 2023, there was a need to develop a digital campaign which, in addition to reinforcing its sustainability positioning, would clarify the advantages of Discovery paper and enable customer engagement.
Other specific goals were included in the briefing, with the Eco-calculator, exclusive to the brand, and also being the main element to be leveraged.
Gamification isn't just B2C
Even before the creative concept and its visual key, Shift started by defining the mechanics and communication journey, meeting the objectives and target of the campaign.
Since the campaign aimed to involve customers, a microsite was created in which, through a gamification action, each user was eligible for incredible prizes. To play, all you had to do was do a simulation on the Eco Calculator, spin the wheel of fortune and wait for the result.
For the sake of consistency, the awards chosen were directly related to the brand's positioning and personality.
The microsite's UI made use of a chromatic palette that resulted from the combination of the brand's colors and others, more appropriate to the promotional dimension of the campaign.
Summary
“The Discovery 2023 campaign had a very positive result for the brand, also thanks to the Shift team. A team that has a very keen strategic brand thinking, that is open to discussing ideas, that meets the stipulated deadlines and that is very easy to work with!”
Maria Sereno Soares
Brand Manager – The Navigator Company
