Technology Case Study

Fujitsu Siemens Computers

The rise of the Green Collar Worker

Our brief was to educate consumers/businesses that ‘green’ computers exist and Fujitsu Siemens is a leader in manufacturing green PCs and notebooks and for employees to lobby their employers for green IT alternatives.

Our strategy was to introduce a new term to the business media - the ‘Green Collar Worker’ – a person who practises “green” or environmentally friendly habits at the office as well as in the home and to create the ‘Big Turn Off’ public relations campaign – encourage businesses to turn off their PCs over  the evening and weekends

How

• Establish and prove the existence of the ‘Green Collar Worker’
• Commission TNS consumer research to show such people are bringing their green practices to work.
• Drive people to a ‘Big Turn Off’ online calculator on the Fujitsu Siemens website to demonstrate how much their business can save by turning off their PCs

Outcome

• 14 million opportunities to see from 57 pieces of coverage
• No negative coverage – the call to action ie ‘switch off’ or the “Green Collar Worker” concept appeared in all coverage
• Over 7,000 hits on the online calculator web page
• Client confirms two six figure customer contracts signed as a direct result.
• Finalist in the technology category 2006 PR Week Awards