Association of Central Oklahoma Governments

Get Square 2010 Campaign

Over seven years, Third Degree has helped ACOG encourage central Oklahomans adopt clean air habits like carpooling and gassing up at night. In 2010, it was time to evolve the campaign even further. As always, our audience is the general motoring public, but we decided to aim our sights at a Gen Y drivers and Gen X parents willing to encourage change in their community.

Brand Platforms

Our key messages encouraged direct action for cleaner air.
Create your Square of Clean ™ encourages Gen Y audiences already creating positive change in their environment.
Shape your Square of Clean Air™ reminds Gen X parents of their opportunity to teach clean air habits to their kids.
Spark your Square of Clean Air™ focuses on the electric lawnmower campaign.

This new direction targets a smaller, younger segment of the population than in the past. A media plan including only traditional TV and billboards wouldn't have the sharp engagement that breaks through the media clutter.

Community engagement at Crossroads Mall during tax-free weekend included giving away kites for children to appreciate clean air and reusable shopping bags for parents and teens.

We installed an attention-grabbing 20x20-foot floating square banner hanging above shopper's heads, literally creating a square of clean air in the mall. This was complemented by glass clings along the food court.

We even hung up a banner outside our own local coffee shop.

All these efforts drove traffic to a refreshed website with embedded social media features. Transitioning from email lists to a Facebook presence, blogs and an up-to-date Twitter account enhanced site traffic even further.