GM became sponsor of “Planet Green”, a new cable network, online platform and community-based effort from Discovery Communications. Through this unique partnership, GM secured full automotive category exclusivity for Planet Green, plus all “green” programming on Discovery Networks that season, ensuring a clear space in which to enlighten and engage green consumers.Instead of running traditional commercials, we turned to Discovery’s in-house creative and production arm to tell GM’s green story for us. Discovery produced custom GM “anti-commercials” for an environment where consumers did not want hard sell, but straightforward information upon which to change behaviour.GM also partnered with Planet Green to literally rebuild Greensburg, KS as the country’s first “green community” – complete with a green Chevrolet dealership – after a tornado destroyed 95% of the town in 2007.

GM also extended custom digital content on planetgreen.com and treehugger.com, and executed an educational outreach effort.

According to a Harris Interactive survey of Planet Green viewers over the first three months of the partnership, GM dramatically changed perceptions.• “GM Offers a Broad Range of Cleaner and More Efficient Vehicles” up 50%.

• “A Leader in Development of Advanced Technologies” +63%.• “Reinventing the Future of Auto Transportation” +67%.

Proving the insight that consumers were hungry for clear information, “GM Educates Consumers about Advanced Technologies” was +50%.Success came because we did not “sell” anything, but simply informed, educated, and inspired— which is expected of a good corporate citizen in a Planet Green world.