Illinois Soybean Association
Illustrating the broad-based benefits of B2O
the situation
The Illinois Soybean Association wanted to increase awareness for (and improve understanding of) the benefits of biodiesel fuels – specifically B2O, a blend of 20% biodiesel and 80% petroleum. Their key audiences included Chicagoland legislators and constituents, so they knew the biggest challenge would be bringing the story to life in an easy-to-digest way for our these very busy people. As they’d done before, they put their trust in Motion to make it happen.
the acceleration
Motion developed an integrated creative campaign called “Small Shift, Big Impact.” Understanding that attention would be at a premium, the creative group strategically employed a more visual, graphic aesthetic to reinforce key content, mitigating the need for long form copy.
Using custom illustrations, Motion told the B2O story through visuals, illustrating how small shifts can result in large impacts…taking audiences along a visual continuum from a hazy gray cityscape to an environment flush with foliage beneath a clear blue sky. This helped people not only see the benefits, but practically breathe them in.
“Small Shift, Big Impact” was delivered via broad-based media channels and highly targeted messaging to maximize campaign effectiveness and the efficiency of its spend. In-house production teams pulled campaign elements through to a landing page, display ads, OOH placements, social media ads, event signage/collateral, direct mailers and a Biodiesel 101 video.
To further inform/educate state policymakers on the merits of biodiesel (and specifically B2O blends), we hosted events and educational sessions featuring keynote speakers and surrounded guests with visual displays of biodiesel’s impact.
the results
The targeted ISA campaign delivered over 19MM qualified impressions across a variety of awareness tactics, and nearly 2,800 page visits.
19MM+ Impressions
2,800 page visits