‘made in Green’ looks to the future but does not overstep the mark.

OPPORTUNITY

Opportunity results from discussions on climate change and a move towards greener living and sustainability. These topics are still in the news and constitute a growth area. In the EU, the consumption of green products is increasing (17% in December ’07). It appears that consumers do not mind paying a little more if required as long as they can guarantee that they are eating products ‘that support sustainability and the environment’. This is why 'made in Green' is gradually becoming an increasingly visible competitive brand.

VISIBILITY

Both supply and demand will continue to increase, and we are committed to a new campaign using a powerful media: Television

COMMITMENT

Following a rigorous and demanding competition for media centres, we decided that Antena 3 (TV) and Onda Cero (radio) have shown a great commitment to our campaign that is above and beyond the norm. As a result, ‘made in Green’ week will be shown on Antena 3. This will include the following:

EVENTS

Roberto Brasero (weatherman) and Manu Sánchez (news/sport) will be the faces of ‘made in Green’ for Antena 3 and will take part in the programmed spots (60 and 30 minutes long) as advocates of ‘made in Green’.
Various presenters (yet to be selected) will use their programs to highlight a distinctive 'made in Green' concept created for this occasion (a green ribbon).
The ‘made in Green’ topic will be included in a discussion programme in which a specialist designated by Aitex will participate.
A programme of the Onda Cero radio magazine ‘La Brújula’ will be dedicated to the topic of 'made in Green'. This programme will be live and at a location chosen by the client (probably Madrid).

MADRID EVENT (currently being prepared)

Open doors day at the central studios of Antena 3 in Madrid for certified companies. Guided visit of the sets and opportunity to meet the channel’s ‘made in Green’ advocates.
Cocktail party in Madrid. Guests: Certified companies, friends of 'made in Green', and the press.