Introduction

Inspiring promotion for excellent heat insulation of houses with the help of an unusual experiment that attracted broad public attention.

Objectives and target audience

In Lübeck, households consume a lot of energy, mainly for heating.  The project “Ice-block-bet” showed to the inhabitants in a very entertaining way, how much energy can be saved by using good thermal insulation of houses.  In addition, house-owners could learn more about the advantages of thermo technical refurbishment of property, like economic savings, the protection of the environment, the upgrading of houses and the promotion of local business development.  Instead of being passed on the mere technical information, they could learn this with the help of an unusual experience.

Financial Resources and Partners involved

The technical work (construction, building, transport,…) was carried out by the involved handicraft business partner for free, as it intended to win new customers.  The prizes for the winners of the bet were paid for by sponsors.  Local shops, restaurants, sport centres, do-it-yourself-stores etc. gave products or tokens. In return, their names and logos were mentioned in press-releases and folders.  The ice figures also were given for free: At the end of the temporary exhibition “Ice-world”, they were no longer needed for their original purpose.
Further financial means were not required, so the city of Lübeck did not have to pay any money for the project.
The partners involved were: Climate Alliance, City of Lübeck (Germany): local department of environment, local Lutheran church, carpentry “Stamer”, local incorporated society “energy-table”.

Process

Firstly, it was needed to find a good location in the centre of the city. Next step was to recruit sponsors and project partners.  After that, there was the planning and designing phase for the housing, the heat-insulation-material, the transport and the storage of the ice figures, the information material etc… Another important step was to obtain the licences from several responsible authorities.  Those were required for construction, transport and installation of the ice-block-house.
Public relations represented another key-function of the project and had to be well-prepared: An attractive opening ceremony was needed to motivate the public.  A folder with a participation voucher had to be designed and distributed.  A final public event with a presentation of the awards completed the project.

Results

In spite of the very hot spring, the statues could be kept from melting for the most part: 72% of the ice still existed three months after the beginning of the project.  Almost 300 people placed a bet.  Public interest was high during the whole time-period: 27 reports were given in newspapers, internet, radio or television.  The project was given an environmental award by the government of the land of Schleswig-Holstein.

Critical Success Factors / Challenges

One key factor for the success was the decision to take the ice figures of the temporary exhibition “ice-world” instead of a simple ice-block.  In addition, the city of Lübeck succeeded in winning reliable partners, who did the work free of charge.  Public relations, in particular the regular reports in the local press over the whole period, were another factor for success.  Last but not least the attractive prizes gave motivation to citizens take part in the ice-block-bet.