This is one of the principles of Discovery, a brand of The Navigator Company, for which Shift has developed the latest digital campaign.
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.
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.
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.
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.
Maria Sereno Soares
Brand Manager – The Navigator Company