ABOUT

CONCEPT:
The creative idea was anchored with the theme line: “Removing carbon for good.”

“For good” conveyed the impact of Elimini and its disruptive technology — a more effective and permanent solution to eliminate carbon versus the other carbon removal options, which were either temporary or unproven.

Our visuals and messaging flipped “traditional” sustainability marketing on its head by focusing on the urgency of real, practical solutions that are ready now (rather than empty, long-term promises and platitudes).

Finally, the double meaning of “for good” imbued the brand with a sense of purpose, demonstrating our commitment to doing good in the world by addressing the urgent need to combat climate change.

EXECUTION:
We launched when the whole world was watching — during New York City’s Climate Week. Amid the cacophony, Elimini rose above with high-impact OOH placements in Times Square, the Hudson Yards and Wall Street. And supported those placements with TV, streaming video and audio, newspaper, display ads, social posts and invitation-only events to give our audience a true omnichannel experience.


RESULTS:
While still relatively new, the product launch made massive strides toward our goals in its first 10 weeks:

• 44,500,231 impressions generated
• CTRs at 3x the benchmark
• 95% of target accounts have been reached, with 26% engaged — a key success metric

Dashboards provide sales teams with account intelligence (account scores, account insights, behavior and more), feeding an active pipeline already valued at $80 million (straining Elimini’s capacity to deliver— a good problem!).

Ultimately, a consequential new product has been raised high and, with it, another powerful weapon in the war to forestall climate change and its devastating effects.