The strategy targeted two key audiences: early adopters who are curious to try new things and environmentally conscious consumers. To gain interest and trust, a role model was sought who embodies commitment to sustainability. 

 

An architect and rock singer known for his political stands and environmental advocacy was invited. He introduced his philosophy of shared responsibility in making cities more sustainable and adapted one of his famous songs to promote the campaign with the slogan ‘Live as clean as possible.’ 

 

A dedicated website on Neste’s sustainability provided proof points that even diesel car drivers can contribute to a more sustainable lifestyle. This approach effectively drew attention to the new product and provided reasons to try it.