ProCom awards Biofore Concept Car as the Communications Campaign of the year

Press Release 4.6.2014 9:00 EEST

(UPM, Helsinki, 4 June 2014 at 09:00 EET) – ProCom, the Finnish Association of Communications Professionals, has awarded the Biofore Concept Car project by UPM and Helsinki Metropolia University of Applied Sciences as the Communications Campaign of the year.

The Biofore Concept Car — showcased at the International Geneva Motor Show in March — demonstrates the innovative use of biomaterials in the car industry. In the Concept Car, the majority of parts traditionally made from plastic have been replaced with durable, high quality biomaterials — UPM Formi and UPM Grada —  and the vehicle runs on UPM's renewable wood-based diesel, UPM BioVerno.

During the past year, the Biofore Concept Car has been covered by over 200 different media outlets all over the world. Moreover, the vehicle has received publicity on blog posts and through other social media channels.

Following the Geneva Motor Show, the Biofore Concept Car has been requested to appear at several events all around the globe. Before the vehicle's return to Finland, it was on display at the UN's Palace of Nations in Geneva. This year the car will tour events in Finland together with UPM, Metropolia and other partners.

According to ProCom, which granted the Communications Campaign of the year award, UPM has successfully transformed from a traditional company in the forest industry into an international biomaterials company. The communication of the company's Biofore strategy has been remarkably successful, thanks to the Biofore Concept Car that makes good use of fibre-based biomaterials. The Concept Car is a tangible proof of creative Finnish bio technology and it has obtained wide international publicity.

"Renewable raw materials are an essential part of our Biofore strategy. UPM has a long history in refining wood fibre, and also our new operations are based on exploiting biomass in a sustainable and resource-efficient way. Bio and forest industry provides us with countless opportunities to innovate, and the Biofore Concept Car is an excellent example of that", says Elisa Nilsson, Vice President, Brand and Communications.

However, the usage of biomaterials is by no means limited to the automotive industry. Biomaterials can be widely used for different purposes, such as design and acoustic products, and in a variety of industrial and consumer products. A few examples include: Genelec's use of biocomposites to build speakers, while Tregren uses the same material to create kitchen gardens.

"We are proud of our co-operation with Metropolia's automotive industry and industrial design students, and of what we have achieved together", says Nilsson.

The Communications Campaign of the year was revealed on 3rd June on ProCom Day, an event held for communications professionals at Kalastajatorppa in Helsinki, Finland.

Read a blog post by Brand and Communications Vice President Elisa Nilsson on the Biofore Car's journey here.

For further information, please contact:
Elisa Nilsson, Vice President, Brand and Communications, UPM, tel. +358 (0)204 16 7806
Pekka Hautala, Project Director, Helsinki Metropolia University of Applied Sciences, tel. +358 (0)50 048 3786

UPM, Media Desk
Mon–Fri from 9.00 to 16.00
tel. +358 (0)40 588 3284

Watch a Biofore Concept Car video on YouTube: http://www.youtube.com/watch?v=CbF99ScSkfY

The Biofore Concept Car website in English: www.bioforeconceptcar.upm.com
Pictures of the Biofore Concept Car for media use: http://pet.upm.com/?cart=7495-diealiejhl&l=EN

The Biofore Car will be on display during the summer at the following events in Finland:

3–6 June Pulpaper 2014 (event for professionals), Helsinki Exhibition and Convention Centre (messukeskus), Helsinki.
26 July Jaakon päivä, Pietarsaari.
8 August Open day at UPM Jyväskylä plywood mill, Säynätsalo, Jyväskylä.


The award was accepted by UPM's Brand and Communications Vice President Elisa Nilsson (middle), UPM's project coordinator Kari Luukko (second from right) and Project Director at Metropolia Pekka Hautala (right).

(The above picture in printable format can be found here. Photographer: Olli-Pekka Orpo.)

About UPM
Through the renewing of the bio and forest industries, UPM is building a sustainable future across six business areas: UPM Biorefining, UPM Energy, UPM Raflatac, UPM Paper Asia, UPM Paper Europe and North America and UPM Plywood. Our products are made of renewable raw materials and are recyclable. We serve our customers worldwide. The group employs around 21,000 people and its annual sales are approximately € 10 billion. UPM shares are listed on NASDAQ OMX Helsinki. UPM – The Biofore Company – www.upm.com

About Metropolia University of Applied Sciences 
Helsinki Metropolia University of Applied Science is Finland’s largest university of applied sciences, which educates the professionals of tomorrow in the fields of culture, business, health care and social services, and technology. From altogether 65 degree programmes 14 are in English. Metropolia operates in the Greater Helsinki region (Helsinki, Espoo and Vantaa) and has around 16,800 students and 1100 staff members. Metropolia is a reliable partner and an innovator in higher education. www.metropolia.fi/en/

About ProCom
As the largest network of communications professionals, ProCom fosters the professional development of its members and promotes the status of communication in Finland. The Association has 2500 members who work in the communications field as information officers, communications managers, directors, entrepreneurs, consultants and students. ProCom provides a discussion forum for communications professionals, giving its members an opportunity to have their say in the development and operating models of the communications field in Finland.
ProCom is the oldest communications association in Europe. It was founded in 1978 under the name of Association of Finnish Communicators. Its predecessors were Tiedotusmiehet ry founded in 1947 and the Association of Finnish Employee Magazines founded in 1955.