Each purchased EcoTree is unique and contributes to a whole forest ecosystem. When making a purchase, the customer sees information about the location and type of tree and has the opportunity to visit it. This creates a unique sense of ownership, which is an additional benefit for urbans who are missing a connection to nature.

On the forefront of our visual are four trees. Three of them have owners and the fourth younger tree is still looking for the owner – calling on the reader to purchase it and clearly illustrating what they can gain. In the background is a forest, co-created by thousands of other EcoTree customers, proving that it is not just “planting one tree” and you become part of a community.

The copy is aimed at the more financially incentivised climate-conscious individuals, explaining how they can make an impact.

As the defined target audience are climate-conscious individuals, we do not need to educate them on the necessity of planting trees and their impact on the environment. Instead, we focus on the unique selling propositions of EcoTree, which are earning a profit through planting trees while making a positive impact on nature. Our visual was inspired by the fact that each purchase includes a dedicated tree that people can actually visit. This is a USP that other similar companies who plant trees to offset carbon do not offer. We wanted to build on that by showcasing the opportunity to visit and enjoy the trees while they are growing, thereby making the concept more tangible.

In the copy, we aimed to introduce what EcoTree does as simply as possible, making it clear what you get and why you should buy a tree just from looking at the visual. The copy teases a win-win situation of making a profit while making a positive impact, which acts as a hook for the viewer to read more. As the visual hints at a sense of community with diverse uses for the trees, we leveraged that by encouraging co-creation towards a common goal. The copy also includes a nod to the company’s mission.

The visual can be adapted to the different channels by adding or removing people. This concept can easily be used as a targeted ad campaign by creating new use cases for the trees based on different demographics.