A momentous expansion in facilities in APAC sparked a campaign to firmly establish Neste’s position as global leader in renewable fuels.
Increase on click-through
Spontaneous awareness of Neste was not where it should be. Airlines, airports and companies with large business travel carbon footprints need to show progress in their march to net zero. Our insight was that they’re looking in the wrong place, to methods such as carbon offsetting.
Neste on the other hand, offers a credible solution to reduce aviation related emissions which is available today: sustainable aviation fuel (or ‘SAF’). SAF is a more sustainable alternative to fossil-based jet fuel. Following the expansion of production facilities in Singapore, Neste wanted to demonstrate leadership and raise prompted and unprompted awareness in key markets in the Asia pacific region.
Neste is the world’s leading producer of sustainable aviation fuel, renewable diesel and renewable feedstock solutions for the polymers and chemicals industry. Their aim is to be a global leader in renewable and circular solutions, helping customers reduce their greenhouse gas emissions by at least 20 million tons of CO2e annually by 2030.
In 2023, Neste celebrated the official opening of the expansion of their existing refinery in Singapore. This doubled its total production capability, including a sustainable aviation fuel production capability of 1 million tons per annum. With this expanded capacity, Neste will be well-positioned to meet the growing demand from airlines and companies exploring ways to reduce their carbon footprint and is committed to increasing awareness of this among existing and potential customers.
The idea here was to create a movement of like-minded flyers, buyers and fuellers, spearheaded by Neste.
This group understands the importance of reducing emissions in the air. But it also has its feet firmly on the ground. Change needs to happen now, not later. And it needs to be delivered in a way that suits existing infrastructure.
The planet can’t wait for perfect tomorrow, it needs progress today.
For airlines, airports and flyers that are serious about reducing their emissions, Neste offers the most viable solution to change.
Developing new aircraft and fuel efficiency technologies is going to take too long. We need change now.
Using Neste MY Sustainable Aviation Fuel reduces greenhouse gas (GHG) emissions by up to 80%* compared to using fossil jet fuel, making air travel more sustainable right now.
Neste allows fuel buyers and frequent flyers to change without changing.
* Calculated with established life cycle assessment (LCA) methodologies, such as CORSIA methodology.
We produced creative around the theme of ‘Let’s fuel change’ to establish Neste as a market leader, and first port of call for any fuel buyer or frequent flyer looking to make a change.
Using a multi-channel, integrated approach, we focused on building brand affinity and converting interest into engagement, with the ultimate objective of shifting brand perception in favor of Neste.
We targeted buyers and flyers across social, search, programmatic PMPs with tier 1 publications, print, audio, video and high impact OOH driving them to a bespoke landing page.
90 out of 100 of those surveyed afterwards had seen at least one advert.
The quality of the creative had a direct impact on recall, with 35% showing a strong cognitive response.
We comfortably surpassed key content metrics, with an 85% and 130% increase on click-through and video completion rates, respectively.
Due to its success, Neste decided to extend the campaign into California, adapting visuals and copy for local appeal. Regional results show a 51% recall from respondents, with 86% of those who had seen the ads expressing an interest in learning more about Neste.
Befitting the theme of this campaign, we also measured our carbon footprint. The campaign generated 0.26 emissions per impression, a reduction of 0.44 on the industry average.
“I’m extremely proud of our partnership with The Marketing Practice and ‘Let’s Fuel Change’ has been a hugely successful campaign. The team understood exactly what we were aiming for and managed to deliver a creative idea that captures the imagination, and an activation plan that is generating tangible results. I’ve been really impressed with the team building, onboarding and communication throughout.”
Team Lead, Brand Performance Marketing