The Ecolabel is a European label awarded to eco-friendly products. The Ecolabel logo needs to act as a beacon for people who want to shop in an environmentally conscious way. The problem is that nobody knows the logo. Our campaign had to make the logo better known within our target group of ecoshoppers.
We organised a live contest where we planted 10,000 flowers and assigned players a personal plant. Your prize depended on the colour of your flower, so you needed to follow the growth of your plant through live photos. Each time you checked your plant, you saw the Ecolabel logo, as it was right in the middle of the overview video stream. In 4 weeks we attracted 40,000 unique visitors and 15,000 players (50% above target). On average, the participants saw the Ecolabel logo 17 times.