1. Case study Blue Angel Module C

2. Case Study: The Blue Angel The Blue Angel in Germany is the world’s oldest eco-label

3. Launched in 1978 by the Federal Government 10.000 products are labelled 80 product categories 950 license holders Awareness: 79 % of German consumers know the Blue Angel 38 % of the consumer are influenced by the label when purchasing Basic Information

4. Who’ s behind the label? Federal Ministry of Environment Official holder of the Blue Angel Federal Authority of Environment Develops new criteria for new product groups Jury Umweltzeichen Represents all relevant groups of society Final decisions on new labels and the criteria RAL gGmbH Contracts with license holder

5. Credible and neutral

6. What does the label mean? Comparative Compared to other products, the labelled product has a better environmental performance better health protection superior in use and handling  Front runner principle Only 20 – 30 % of the products are able to get the Blue Angel Criteria are revised after 2-3 years and modified

7. The label design for the product Blue Angel - because driven by solar energy – protects the climate

8. The label design: clusters Climate Ressources Water Health

9. Communication Strategy 1 Lifestyles and target group segmentation

10. The Product Categories Garden Office Mobility Household, living, furniture Do it yourself, building

11. Target Group Segmentation Lifestyles and target group segmentation Target groups Families with children Young adults/singles Senior citizens Executives in companies/public administration

12. Ad campaign: Lifestyles

13. Ad campaign

14. Communication Strategy 2 Public-Private-Partnership: Mobilising players

15. Cooperation & Mobilisation Blue Angel campaigns prefer to be based on mobilisation and cooperation Budgets for communications are small Main task: motivate as many players as possible in the Blue Angel field to participate in one single campaign Offer one theme to all (“anniversary”) Reach out together to the consumers to use more Blue Angel products

16. Roles & Strenghts Industry’s and retailers’ input Large budgets for product communications Image transfer from a popular brand to the label State’s and NGO’s input Credibility, credibility and credibility Individual communication channels Mobilisation of members for events

17. The Blue Angel Network

18. Action Blue 25th anniversary campaign: Photo promotion: A maximum of consumers to be photographed with a Blue Angel product in shopping malls, town halls, etc. Action Blue became a central platform for cooperation and mobilisation Final event in Berlin with Federal-Minister Vast media coverage of many local events and national event.

19. The Photo Promotion

21. Support by States and Cities

22. Support by industry & retail

23. Action 30 years Blue Angel 30th anniversary campaign: Road show with bus including video studio: “The longest blue sofa of the world” Vast media coverage of many local events and national event.

24. Vast media coverage

25. Support by industry & retail

26. Summary Small budget should be used to mobilize as many players in the sustainable field as possible. Offer an umbrella event as a platform where companies, NGOs, etc can participate easily and make individual and modified campaigns which is attractive to the consumers (emotional) which can be covered by the media.