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dc.contributor.author
Bianchi, Enrique Carlos
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dc.contributor.author
Sanchez, Carolina
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dc.contributor.author
Bruno, Juan Manuel
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dc.contributor.other
Galan Ladero, M. Mercedes
dc.contributor.other
Galera Casquet, Clementina
dc.contributor.other
Alves, Helena
dc.date.available
2023-05-08T12:23:44Z
dc.date.issued
2021
dc.identifier.citation
Bianchi, Enrique Carlos; Sanchez, Carolina; Bruno, Juan Manuel; Villavicencio–Banco de Bosques: “Leave your Mark, a Reserve for More Reserves” – Marketing Campaign to Recover Forests from Argentine Chaco; Springer Nature Switzerland AG; 2021; 31-44
dc.identifier.isbn
978-3-030-65455-9
dc.identifier.uri
http://hdl.handle.net/11336/196621
dc.description.abstract
Banco de Bosques Foundation and Villavicencio, the best renowned mineral water brand in Argentina, which belongs to the Danone Group, developed the “Leave your mark, a reserve for more reserves” campaign, by which for each mineral water bottle sold, they pledge to protect a square meter of native forest in Chaco province, Argentina. With this campaign, it was not only possible to spread active messages about environmental care and save 22 million square meters of native forest, but it was also possible to create the new “El impenetrable” National Park with an area of 120,000 hectares. The planning of the campaign was based on a simple slogan: with the purchase of one bottle of Villavicencio mineral water, 1 square meter of forest is protected. The results were that the reputation of Banco de Bosques Foundation grew notably in society and that Villavicencio managed to reposition itself as a brand with a clear purpose for consumers, focused on “leaving a better world than we have found.”
dc.format
application/pdf
dc.language.iso
eng
dc.publisher
Springer Nature Switzerland AG
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dc.rights
info:eu-repo/semantics/restrictedAccess
dc.rights.uri
https://creativecommons.org/licenses/by-nc-sa/2.5/ar/
dc.subject
CSR case studies
dc.subject
Social marketing in practice
dc.subject
Marketing for good cause
dc.subject
Nonprofit management
dc.subject.classification
Negocios y Administración
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dc.subject.classification
Economía y Negocios
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dc.subject.classification
CIENCIAS SOCIALES
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dc.title
Villavicencio–Banco de Bosques: “Leave your Mark, a Reserve for More Reserves” – Marketing Campaign to Recover Forests from Argentine Chaco
dc.type
info:eu-repo/semantics/publishedVersion
dc.type
info:eu-repo/semantics/bookPart
dc.type
info:ar-repo/semantics/parte de libro
dc.date.updated
2022-12-06T11:24:10Z
dc.journal.pagination
31-44
dc.journal.pais
Suiza
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dc.journal.ciudad
Cham
dc.description.fil
Fil: Bianchi, Enrique Carlos. Universidad Nacional de Córdoba. Facultad de Ciencias Económicas; Argentina. Universidad Católica de Córdoba; Argentina
dc.description.fil
Fil: Sanchez, Carolina. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Córdoba; Argentina. Universidad Nacional de Córdoba. Facultad de Ciencias Económicas; Argentina. Universidad Católica de Córdoba; Argentina
dc.description.fil
Fil: Bruno, Juan Manuel. Universidad Nacional de Córdoba. Facultad de Cs.económicas. Escuela de Graduados; Argentina
dc.relation.alternativeid
info:eu-repo/semantics/altIdentifier/doi/https://doi.org/10.1007/978-3-030-65455-9_3
dc.relation.alternativeid
info:eu-repo/semantics/altIdentifier/url/https://link.springer.com/chapter/10.1007/978-3-030-65455-9_3
dc.conicet.paginas
447
dc.source.titulo
Cause-Related Marketing
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