Watch the case film
How to engage young drivers with Neste’s purpose of creating a healthier planet for our children.
Challenge
Insight
Young people are not aware of what kind of impact driving habits have on the battle against climate change.
Strategy
Showing through an experiment, data and storytelling that simple changes to driving behaviour can cut down CO2 emissions.
Bringing strategy to life
The campaign started in late 2021 with an experiment; just how much would the CO2 emissions of driving be decreased with simple changes in driving behaviour?
That was followed by creating an educational module that could be used to teach climate friendly driving in driving schools. The contents of the module were tested with 6 drivers and 12 test drives. Then, commissioning a survey of 1,000 Finns, we examined further the general attitudes and prejudices Finns had towards climate-friendly driving. A campaign site with practical advice on climate-friendly driving was created under the client's website.
Starting point
The majority of the car fleet in Finland has been estimated to be still powered by internal combustion engines in 2030. This means that reaching Finland’s climate goals on a country level requires actions to lower the amount of emissions, as simply next-generation fuel and vehicle solutions would not lower emissions fast enough.
At the same time, young adults in Finland aged 18-24 had shown increased interest in car ownership. As 50 000 new enthusiastic drivers were entering the roads each year, the way they drive would need to change: by adjusting one’s personal driving style there was a potential to decrease traffic-related emissions.
Practical advice on CO2 friendly driving was communicated to youth in an educational, yet entertaining way. We invited two well-known influencers to a car race, only this time it was about who can drive the distance with lowest emissions.
We gave only other influencer the 15 minute lesson on CO2 friendly driving to underline how by adjusting one’s driving style, significant savings could be achieved both in terms of emissions and the wallet. Results were then calculated into everyday figures to give perspective on the effects climate friendly driving has.
Calculations showed that climate-friendly drivers could save up to a month's worth of fuel costs, drive a length of 1500 kilometres further, and reduce the amount of CO2 per year equivalent to flying to Paris and back from Helsinki.
15 mins made all the difference
Our main element was an influencer's video on YouTube, which showed the CO2 friendly driving race between influencers. To support the video we used influencers’ other social media channels, Instagram and TikTok, to promote the video on YouTube. On Instagram, the influencers also shared their learnings from the module and hosted a short quiz about climate friendly driving to their audiences.
