COOP, retail leader in Italian supermarkets, sells sustainable products, produces eco-friendly packaging and uses renewable energy in its stores.

It is increasingly giving this aspect importance in its communication, however it has so far done so in a more conventional way, one that seldom attracts the younger customers.

How can a company that is highly responsible with products and stores, communicate its eco-friendliness to its younger audience?

The answer is a low impact campaign. For the first time ever in Italy, a radio commercial was produced entirely without generating Co2, by connecting a special bicycle to a dynamo that generated the electricity needed to record and edit the ad.

The singer of the emerging Italian band Rio was selected as the speaker and cyclist, and a synergy was created with MTV, organizer of the band’s concert. 2 dynamo bicycles were installed at the concert venue, that fans could interact with to create energy just like in the radio ad. The audience became actively involved in the eco friendly activity, thus creating awareness both for the brand and its philosophy.

The viral strength of the ad allowed for massive coverage. On air on Radio 105, Virgin Radio and Radio Montecarlo (Finelco Group), the project generated approximately 350,000.00 € worth of earned media. MTV dedicated a special reportage to the operation. The operation has strongly contributed to the perception of Coop’s effort towards the environment, registering a 2% increase.