28 Jun '11, 12pm

The @GreenpeaceUK stunt targeting VW this morning has plenty of lessons for other multinationals - it could be you next:

Whatever you think of Greenpeace's politics you have to admit they are peerless masters of the publicity stunt. Over the past few years, the environmental group has developed a knack for pulling off the kind of multi-platform, high-impact campaigns that leave corporate giants squirming and marketing gurus green with envy. The organisation still embarks on plenty of law-breaking direct interventions aimed at conventional carbon-intensive targets, such as its recent invasion and occupation of Cairn Energy's controversial Greenland drilling project. But it has also learned that humourous swipes at leading brands that simply fail to live up to environmental ideals are in many ways more effective at driving the development of sustainable corporate policies. The tipping point arguably came with the NGO's high-profile and ultimately successful 2008 campaign against Apple , which ...

Full article: http://www.businessgreen.com/bg/james-blog/2082194/greenp...

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