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Villavicencio–Banco de Bosques: “Leave your Mark, a Reserve for More Reserves” – Marketing Campaign to Recover Forests from Argentine Chaco

dc.creatorBianchi, Enrique Carlos
dc.creatorSánchez, Carolina
dc.creatorBruno, Juan Manuel
dc.date2021-03-28
dc.date.accessioned2022-11-01T19:35:39Z
dc.date.available2022-11-01T19:35:39Z
dc.identifierhttp://pa.bibdigital.ucc.edu.ar/3385/1/CL_Bianchi_S%C3%A1nchez_Bruno.pdf
dc.identifier.urihttp://test.repositoriodigital.com:8080/handle/123456789/43925
dc.descriptionBanco 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.descriptionFil: Bianchi, Enrique Carlos. Universidad Católica de Córdoba. Facultad de Ciencia Política y Relaciones Internacionales; Argentina
dc.descriptionFil: Sánchez, Carolina. Universidad Católica de Córdoba. Facultad de Ciencia Política y Relaciones Internacionales; Argentina
dc.descriptionFil: Bruno, Juan Manuel. Universidad Nacional de Córdoba. Facultad de Ciencias Económicas y de Administración; Argentina
dc.formatapplication/pdf
dc.languagespa
dc.publisherSpringer
dc.relationhttp://pa.bibdigital.ucc.edu.ar/3385/
dc.relationinfo:eu-repo/semantics/altIdentifier/doi/https://doi.org/10.1007/978-3-030-65455-9_3
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rightshttps://creativecommons.org/licenses/by-nc-nd/4.0/deed.es
dc.sourceBianchi, Enrique Carlos ORCID: https://orcid.org/0000-0003-1628-2340 <https://orcid.org/0000-0003-1628-2340>, Sánchez, Carolina ORCID: https://orcid.org/0000-0002-0320-3909 <https://orcid.org/0000-0002-0320-3909> and Bruno, Juan Manuel ORCID: https://orcid.org/0000-0003-0127-3230 <https://orcid.org/0000-0003-0127-3230> (2021) Villavicencio–Banco de Bosques: “Leave your Mark, a Reserve for More Reserves” – Marketing Campaign to Recover Forests from Argentine Chaco. In: Cause-Related Marketing: Case Studies From a Global Perspective (Classroom Companion: Business). Springer. ISBN 978-3-030-65454-2 [Capítulo de libro]
dc.subjectH Ciencias Sociales (General)
dc.subjectHD61 Gestión de Riesgos
dc.subjectHF Comercio
dc.titleVillavicencio–Banco de Bosques: “Leave your Mark, a Reserve for More Reserves” – Marketing Campaign to Recover Forests from Argentine Chaco
dc.typeinfo:eu-repo/semantics/bookPart
dc.typeinfo:ar-repo/semantics/parte de libro
dc.typeinfo:eu-repo/semantics/acceptedVersion


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