Title	THE MOST CO2-FRIENDLY ROUTE
Brand	NESTE
Product/Service	NESTE FUELS
Category	B02. Breakthrough on a Budget
Entrant	HASAN & PARTNERS Helsinki, FINLAND
Idea Creation	HASAN & PARTNERS Helsinki, FINLAND
Media Placement	HASAN & PARTNERS Helsinki, FINLAND
PR	HASAN & PARTNERS Helsinki, FINLAND
Production	HASAN & PARTNERS Helsinki, FINLAND
Post Production	HASAN & PARTNERS Helsinki, FINLAND

Name	Company	Position
olessia kozlova	hasan & partners oy	startegic planner
Tobias Wacker	hasan & partners oy	ECD
Marc Stevenson	hasan & partners oy	Executive Producer
Henna Siitonen	hasan & partners oy	Visual artist
Pekka Haimi	hasan & partners oy	data planner
Marika Rönkkö	hasan & partners oy	Project Manager
Saara Torri	hasan & partners oy	Communications Manager

Why is this work relevant for Creative Strategy?

Neste, an energy company, is on a long-term strategic transformation from oil refinery to a global leader in renewable and circular solutions. In order to show Neste as a leader in the modern energy sector, next to product marketing we do spearhead projects in the field of data and technology and inspire our target audiences. Our strategic approach is to not talk about the future but bring actual solutions – like in this case, the most CO2-friendly route.

Background

While working on Neste’s consumer app, we investigated different insights and starting points for differentiation, one of them being the thought of more conscious driving habits. The insight we found: navigation systems provide the shortest or fastest route as default option – but not the most co2-friendly one. Thus often providing us the wrong option for the environment. Just by choosing the right route, drivers can save tons of co2 emissions. 1. First objective was to raise this significant insight globally and utilise it to drive a behavior change. We targeted people through global media – the first step to behavioral change is to bring attention to the subject and make people aware of. 2. The second objective was to position Neste as a modern company reflecting their long-term strategic transition from oil refinery to a global leader in renewable and circular solutions.

Interpretation (30% of vote)

Neste is well on its way with its transition from traditional oil company to a modern energy company and Neste’s mission is combating climate change. For some, Neste is still seen as an oil company and Neste’s values (We care, we have courage, we cooperate) are the North star for doing projects that drive the brand towards the right direction. The desired outcome of the project was to further enhance Neste’s brand, and to get people, companies and partners to deepen their understanding of the transformed Neste. When it comes to the direct goals for the most CO2 friendly route project, we wanted to get partners on board with expertise in the navigation industry to bring this finding into reality – and help people make better choices for navigation and challenge the status quo of the industry.

Insight / Breakthrough Thinking (30% of vote)

When working on an app project with Neste, we made a discovery about navigational routing and were crafting the brief for the project together with the client – but we needed more evidence and a proof of concept before we got a go. So we did a few test drives with OBD readers installed in our own cars to substantiate our insight with data, and the difference between the default suggested route vs. the second and third (in this case shorter) route option was so big that all parties involved saw this project as relevant and important. Data played a main role in this project, and our focus was on forming a strategic partnership with companies being experts on the subject of navigation/routing so that they can conduct the analysis and simulation.

Creative Idea (20% of vote)

Without the strategy and findings in the first phase, the idea of the most co2 friendly route would have never seen the light, as the findings and insights in the strategy phase were crucial for convincing partners to join the project. Also, Neste’s mission to combat climate change and create a healthier planet for the future was guiding the idea and strategy. The idea crystallization of “the most CO2 friendly route” was easy to share with others and helped all partners to work towards the common goal. With the help of data and strategic partnership we got the world talking about an issue many people were unaware of.

Outcome / Results (20% of vote)

The strategy had a big impact on the client, the automotive community and the navigation industry itself. The new strategic partnership helps all companies involved to achieve their goals together. We provided people with a solution that reduces an enormous amount of co2 emissions – knowledge to change their driving behavior. The navigation industry with HERE Technologies and PTV Group are working on better algorithms to become a part of all sat navs. Neste made another step forward on their journey towards a modern energy company.