I usually cover topics related to the marketing of products and services in this column. However, I’m dedicating this column to the marketing of An Inconvenient Truth, a movie about global warming, which is a phenomenon that is impacting our ability to continue living on earth.
Al Gore put together a brilliant plan for the marketing of his Academy Award winning documentary film that tells the real story about global warming. Mr. Gore was recently selected by Media magazine as their person of the year, because of how effectively he used the media to try and save the world. (Media 3/5/07).
Mr. Gore kicked off his communications plan for saving the planet during a keynote address at the advertising agencies’ media conference last March. He presented a multimedia plan for informing the public about the dangers of global warming and promoting his film. Gore called upon Madison Avenue to help him save the planet and announced a massive advertising campaign calling for the leading environmental and faith-based organizations to work together to combat global warming. He asked the advertising community to match the advertising campaign “dollar for dollar” with pro bono contributions. Gore also worked with the Advertising Council in developing public service ads. He also utilized a high impact online campaign to get his message out. It included banners, keyword marketing, exclusive video clips, blogs and email, among other tactics. (Media 3/3/06)
Now, a year later, there aren’t many people who disagree with his message, so the impact of the campaign has been significant. The world’s leading scientists recently issued a report that confirms what Al Gore has been preaching for 30 years, that with 95% certainty human behavior is contributing to global warming and that behavior is altering our ability to live on this planet. (Media 3/5/07)
Gore’s team did the research; put together an incredible presentation and a powerful movie, a compelling book and one of the most effective marketing campaigns that I’ve ever witnessed. He also pledged to have all the proceeds from the book and movie pay for a major advertising campaign. (Media)
I personally have experienced the impact of Gore’s efforts. TXU, a power company, was trying to build 11 highly polluting, coal-fired power plants in Texas, which would contribute 78 million tons of new global warming gasses annually. Citizens, business leaders, politicians and environmental groups banded together to fight TXU’s plans. TXU wasn’t prepared for the fight and decided to sell the company and the new owners have agreed to scale back the project to 3 plants and to cut back plant emissions.
I’m confident that Gore’s marketing efforts built awareness among the public about global warming and contributed to TXU backing down on their ambitious plans. It’s not often a great marketing plan can change world opinion, but that’s what Al Gore and his team were able to accomplish and I commend them for their efforts.
Peter Koeppel is Founder and President of Koeppel Direct, a leader in DRTV direct response television, online, print and radio media buying, marketing and campaign management. With a Wharton MBA and over 25 years of marketing and advertising experience, Peter has helped Fortune 500 companies, small businesses and entrepreneurs develop direct marketing campaigns to increase profits.
Peter started Koeppel Direct in 1995 and has built it into one of the leading direct response media buying firms in the U.S.
For more information please visit: http://www.koeppeldirect.com
