CASE STUDY: Oze promotes Unilever's green objectives with 'Experience tunnel'

Background
Jakarta's 'Green Festival', a free-entry event, was started in 2008. It aims to raise awareness of global warming, and is a joint intiative between media companies Kompas daily, MetroTV, Female Radio, and corporations PT Unilever Indonesia, state oil and gas firm PT Pertamina, and PT Panasonic Gobel Indonesia.

Running over a weekend, the 'Green Festival' also sees the participation of over 30 environmentalist communities. Oze was appointed Unilever Indonesia's brand activation agency, to run the FMCG company's participation in Greenfest held in November last year.

Objectives
The overall objective was to inform and increase awareness of the public about global warming, particularly in Jakarta. Last year's 'Green Festival' theme is 'Solution to Earth', which aimed to find new solutions for people to live healthier- socially, economically and environmentally as well as to educate the public about global warming and its impact.

Execution
Oze created the 'Experience tunnel’ as part of Unilever's initiative. The 'Experience tunnel' was situated at the entry area of the festival grounds, and was laid out in a meandering maze that educated the public about the global warming phenomenon and energy-wasting habits. The tunnel illustrated the earth's current conditions, including a realistic visualisation of the melting of the ice caps in the poles. Through visual means, the 'Experience tunnel' also showed visitors how they could do their part in saving the environment, by not littering, using water as needed, riding a bicycle to work, among others.

Results
Over the three-day festival period, more than 30,000 visitors were attracted. The 'Experience tunnel' as well as Greenfest also gained high visibility on social networking websites such as Twitter and Facebook.