What if you could make a tree grow in the palm of your hand, nurturing it over time to be transplanted into the Mongolian desert where it thrives and reduces desertification and greenhouse gases?

The “Hanwha Solar Forest” is a program initiated to raise public awareness and interest in solar energy, and position Hanwha as a leader in the segment. The company has been addressing climate change issues as it promotes its solar panel business, presenting an opportunity to pursue both environmental and business sustainability.

Hanwha first partnered with the United Nations Convention to Combat Desertification and then, to enhance touchpoints with consumers and engage them directly, extended the partnership to include the maker of the UNCCD’s official application, Tree Planet.

Under UNCCD auspices, Hanwha built a solar plant in Ningxia, China that powered a greenhouse to nurture seedlings. It was an innovative way to create a sustainable forest out of essentially nothing without taxing the environment further.

On a consumer-level, as a company operating in the B2B space, the program offered an opportunity to engage consumers directly to build something meaningful together. The opportunity is especially relevant in Asia, where yellow dust storms in the Gobi Desert blow as far as Korea.

This program brings to bear an innovative mix of contemporary and traditional communications techniques on one of the most important current social issues. It also shows how a large B2B company can reach consumers directly to affect change while also burnishing the image of the company.

Hanwha donated a solar power facility to power a green-house to grow seedlings in Ningxia, a severe victim of land degradation. Also, Hanwha partnered with UNCCD’s app, Tree Planet, to gear up for a campaign that utilized its smartphone game, letting users plant virtual trees.

Hanwha branding and messaging is exposed through app in several ways including water pump powered by Hanwha Solar panels, sun icon, map on game, 800,000 newsletter for game players and Facebook page. 180,000 virtually-grown trees were planted in the Mongolian desert in August and November 2012.

The game has been downloaded 445,313 times giving Hanwha tremendous exposure, magnified with timely press releases on results, and both paid and earned media. Campaign information and videos were placed on various digital platforms. Partnership with UNCCD and Tree Planet generated 1,501 fans on FB. Additionally, Tree Planet promoted the campaign heavily via its own website and social media.

- The Tree Planet game was downloaded 445,313 times.

- Bloggers generated 2,287 posts, and the Facebook page got 1,501 fans.

- A survey of 801 gamers showed: 96% view Hanwha as environmentally friendly; 65% recognized Hanwha as a solar energy company; 85% knew the in-game water pump was powered by Hanwha solar panels, and that the sun icon is Hanwha’s; and, 86% expressed improved perception of Hanwha.

- Hanwha’s annual brand survey showed awareness of Hanwha’s solar business improved 14.3%p in 2012. Most importantly, 180,000 virtually-grown trees were planted in the Mongolian desert in August and November and the once desolate plot of land is now a fledgling forest. The 180,000 trees are expected to absorb 15,900.8 tons of CO2 over the next 40 years, and play an important role in absorbing dust, reducing water runoff and controlling insect populations. The average economic value per year exceeds KRW 237,000,000.