Greentomato cars offer a taxi fleet in London made up completely with the greenest cars around - The Toyota Prius. The objective of the company is to get people from A to B while emitting as little pollution as possible into the environment. Off-setting carbon emissions is the hottest item going around at the moment (just ask Thorpie) but I there’s still an element of unknown, the greentomato concept however makes simple sense. They use hybrid cars and they offset unavoidable emissions by planting thousands of trees. If presented with this option at no extra cost, I’d like to think many consumers would opt-in.
To generate awareness, the company did a local door drop, but how do you do a door drop that isn’t wasteful of paper? Well, you can do an online campaign or in this case, produce one single door drop that can be passed around the neighborhood. Each street gets one door drop each. The first recipient ticks off their address once they’ve noted the taxi number and then passes it on to the next resident until the whole street has seen this one door drop. There’s considerable room for things to go wrong and the chain broken, but it’s true to the cause and I think the service itself is a pretty good offering and good offerings usually generate awareness all by themselves.
The agency - Harrison Troughton Wunderman UK.
