In order to support the launch of Saab's BioPower-technolgy in Switzerland, the discussion about alternative fuels for automotive mobility should be boosted. Wood piles, located in forests nearby bigger cities, have been transformed into "filling stations" for Saab cars powered by bioethanol fuel. The resulting irritation has been cleared by an information-board explaining the use of wood as raw material for the production of bioethanol fuel. The unconventional way of advertising created a public dispute in Switserland (i.e. a number of letters to the editor in local newspapers). While the content and the message of the campaign were seen positively, the manner of media used (advertising in the forest) also caused negative response.
Agency: Fisch.Meier.Direkt Zurich, Switzerland.