Every year in September, the Italian marketing industry celebrates the newest trends, innovations and products. Marketing pioneers from all over the country join the prestigious, annual ceremony in Milan: MediaKey Press, Outdoor & Promotion Award.
At the 2019 ceremony, MediaKey wanted to draw attention to the sustainability agenda.
Not by writing a theoretical manifest. But by handing out a plantable Sprout pencil to each and every guest.
This way, sustainability became a natural part of the conversation.
A branded pencil that you can grow into herbs, vegetables and flowers once it’s too short to write with is simply so much more intriguing. Even more for marketing people than a plastic ballpoint pen with logo.
So, how did the Sprout pencil make a difference at the ceremony, and why was it a good match?
We talked to the organizers from MediaKey, Roberto Albano, editorial director of MediaKey Magazine promoting the event and Astrid Fiorella, Event Manager of Press, Outdoor and Promotion Award Ceremony
MediaKey is Italy’s biggest marketing media house. Besides arranging the award show and other events, they also publish the leading industry media MediaKey Magazine.
Roberto Albano, Editorial Director of MediaKey Magazine
Q: What did you use the pencils for?
A: We used the pencils inside our shopper bags distributed to about 400 guests taking part into The Press, Outdoor & Promotion Key Award Ceremony in Milan, along with the magazine Media Key that was dedicated to the event.
Astrid Fiorella, Event Manager of Press, Outdoor and Promotion Award Ceremony
Q: Why are Sprout pencils a good match for your event?
A: We think that the green issue is extremely important right now. In 2010 we organized an exhibition on this topic rewarding the best ADV Campaign. We saw the event as an effective way to leverage attention on sustainability. The event achieved zero emissions through a compensation of emissions to grow new forests in Costa Rica.
Q: How has the feedback been?
A: Media Key Editorial Group’s event are always appreciated, especially when they are dedicated to culture, environment and lifestyle topics. Sprout pencils were loved by the guests taking part in the event in Milan, and I know about many of them who are willing to plant them soon or give them to their families as a present.
Q: Why are Sprout pencils an ideal marketing giveaway?
A: We think they’re a very effective way to link your brand to a very relevant issue such as sustainability but without being too theoretic.
Q: Do you work with sustainability or does it play a role in your event?
A: Topics such as Corporate Social Responsibility and environment play a role in our events, for sure, if you think that we have several award categories dedicated to these topics.