"We have launched one of the most unique marketing campaigns to talk to the top executives and decision makers from many Fortune 500 companies about the financial and brand building benefits of investing in renewable energy and specifically wind energy," says Morten Albaek, Group Senior Vice President of Global Marketing and Customer Insight at Vestas.
Over 600 custom-wrapped issues of the Bloomberg Businessweek targeted to executives will include a personal letter from Ditlev Engel, the CEO of Vestas and Morten Albaek, and a 16-page insert with company-specific data. The issues of the magazine will be available on Monday, 14 November 2011.
Recipients of the customized magazine are directed to customized versions of EnergyTransparency.com with energy consumption data specific to their company and industry sector; and/or consumer brand perception data.
Simultaneously, select executives will receive a personalized InMail through LinkedIn, guiding them to customized websites. Over 400,000 employees of these firms will be encouraged to click on company-specific banners on their LinkedIn pages, guiding them to the same sites. Over 650 custom sites have been created for all audiences with individual data for each brand.
"We chose to work with LinkedIn because it is worldwide the most popular and respected social media for business professionals. Working with LinkedIn gives us the confidence that our message will be received by the right people and will be given the appropriate attention," says Morten Albaek.
Seventy-nine percent of those surveyed in the Global Consumer Wind Study 2011 said they have a positive perception of wind energy. The study, released earlier this year by Vestas, surveyed 31,000 consumers in 26 countries. The study also showed that 90% of consumers worldwide demand more renewable energy and 65% of consumers would be more likely to buy a product if they knew it was made using wind energy.
Additionally, last summer, in partnership with Bloomberg, Vestas launched the Corporate Renewable Energy Index(CREX) a first index of its kind where 176 companies disclosed their energy consumption and sources of energy.
To maximize the deployment of wind energy worldwide, Vestas included those corporations in this campaign that are already carbon conscious and will have the most impact on the environment and drive the most consumer change if they choose to invest in wind.
"With this campaign, Vestas celebrates the companies that are the heroes the planet needs today and are leading the way in changing their energy consumption from black to blue," said Morten Albaek.
Vestas is relentlessly committed to wind. A pioneer of 30 years in wind energy, with the world’s largest R&D centre, real-time monitoring of thousands of turbines and over 20,000 people worldwide focusing solely on wind, Vestas strives to bring wind on par with oil and gas. Vestas is the leading producer of high technological wind power solutions and has installed over 43,000 wind turbines in 66 countries on six continents. Vestas’ core business comprises the development, manufacture, sale and maintenance of wind technology that uses the energy of the wind to generate electricity.