MSLGROUP recently worked with Deutsche Bank on the successful launch of the world’s first real-time Carbon Counter, a 70-foot high digital billboard at 33rd St and 7thAve. in New York City, next to Madison Square Garden. Its purpose is to reveal the amount of greenhouse gases pumped into the atmosphere worldwide. The bank hopes that by raising public awareness of the seriousness of global warming, it will help to motivate governments and capital markets to move more quickly towards a low-carbon economy.

The launch was a collaborative effort between MS&L’s offices in New York, Washington, D.C. and Capital MSL in London and Deutsche Bank’s communications teams in the U.S., Europe and Asia. The effort was led by the corporate team in New York, with strong support from the Media and Digital teams. The D.C. and London offices introduced Kevin Parker, global head of Deutsche Asset Management to key media and bloggers in their respective markets.

Within 24 hours of the launch, coverage appeared across the media spectrum including AP, Bloomberg, Reuters, "Good Morning America," NY1, CNBC.com, Newsweek.com, and the New York Daily News.com, as well as broadcast outlets across the country. Media coverage abroad was also strong with stories in publications such as The Sydney Morning Herald, Nikkei, The Age and The Guardian.

The digital effort executed by the Deutsche Bank and MSLGROUP teams generated posts on more than 100 blogs including the New York Times, WSJ, FT.com, Boston Globe and Huffington Post, and elicited nearly 500 tweets about the Carbon Counter on Twitter during the first week.

In addition to helping drive attendance to the launch event and luncheon event that hosted close to 300 guests, the MSL New York team worked with the Deutsche Bank communications team to help drive traffic to live webcasts of the day's events on www.know-the-number.com. More than 3,000 people tuned in to watch the webcasts and, at last count, the "Know the Number" Web site had nearly 14,000 visits, and that number continues to grow.