The company
Ecosia GmbH is the provider of the sustainable search engine of the same name and uses its revenues for tree planting projects worldwide. Founded in 2009, the Berlin-based company has set itself the goal of protecting the environment and at the same time offering its users a sensible alternative to conventional search engines. As a company with a strong focus on sustainability, Ecosia chose nextbike.media’s bicycle advertising for a targeted and environmentally friendly advertising campaign.
Goals
As part of the campaign, Ecosia aimed to significantly increase brand awareness in Leipzig and at the same time further develop the positive image of its online search tool as a friendly and contemporary search engine. By using bicycle advertising, the company not only wanted to increase its visibility, but also underline its commitment to sustainability. Another important objective of the campaign was to measure the advertising impact through an accompanying study and to evaluate the influence of the advertising on the perception and image of Ecosia.
Implementation
The campaign ran from September 12 to November 12, 2022, with Ecosia GmbH branding a total of 500 bicycles in the Leipzig area. Over a period of eight weeks, the bikes generated an impressive 59.7 million gross contact opportunities. This was made possible by the high mobility of the Nextbike bikes, which were mainly used in highly frequented locations. The campaign was also accompanied by a two-stage study by Innofact AG, which was used to measure the advertising impact. A total of 810 participants were surveyed in Leipzig, both before and after the campaign. The aim was to evaluate how strongly the advertising was perceived and what influence it had on Ecosia’s image.
Results
The Ecosia campaign by nextbike.media in Leipzig was demonstrably successful, as the campaign had a significant impact on awareness and positive perception of the brand. A total of 41% of participants noticed the Ecosia bicycle advertising.
- The perception of the Ecosia advertising increased significantly, from
- initially 11% before the campaign to 29% after it ended.
- In addition, the study showed a strong improvement in brand recognition
- by 38% compared to the baseline measurement.
- Ecosia’s image also benefited considerably from the campaign, with 82% of
- respondents found the advertising appealing and 88% found it contemporary.
- The campaign underlines the fact that creative advertising formats not only contribute to increasing visibility
- but can also positively shape the perception of a brand in the long term.
