Case Studies
Deutsche Bank
Servicing Brand: MSLGROUP Americas
Service Period: 2009
The Challenge
Deutsche Bank launched the DB Climate Change Advisors' Carbon Counter billboard in New York City to raise awareness of the daily amount of greenhouse gas emissions in the atmosphere. The purpose was to build awareness of DBCCA as the leader in helping financial institutions invest in the growing low-carbon economy.
The Solution
To generate national attention, MSLGROUP publicized a scientific panel discussion with some of the world's leading climate change experts from Princeton, M.I.T., United Nations Foundation and Environmental Defense Fund. The unveiling of the Carbon Counter was featured on Good Morning America and was webcast around the world.
Results
The launch events resulted in coverage in hundreds of publications ranging from Newsweek, Time, AP, Reuters and. CNBC, to major green blogs. The business impact of the coverage was that DBCCA received many requests from clients to discuss their approach to investing in the green economy.