Exclusive: How a Fake Product Announcement Created A Viral Marketing Campaign For Protecting The Environment

Earlier this year, a startup company called Treepex announced that it was taking pre-orders for an ingenious product that cleaned the air that one breathes. The company claimed that its flagship offering – shown for months on the website www.treepex.com, but moved at the moment that this article was published to try.treepex.com – was the “first ever device that transforms polluted air into fresh oxygen.”

Millions of people watched Treepex’s product-introduction video, and thousands publicly raised questions about the offering, discussing on various social platforms whether or not the device was real, and whether it would really improve one’s health if used in heavily polluted cities. The firm’s founders did many media interviews as well.

Today, however, in an exclusive interview with me, Treepex founder, Bacho Khachidze, who is based in the country of Georgia, finally revealed the truth about both the Treepex company and its flagship offering:

The Treepex device does not exist. In fact, it is Treepex’s mission to make sure that the device never needs to exist.

As explained in the video below, Treepex is really in the business of planting trees around the world. Trees, of course, utilize photosynthesis to convert carbon dioxide (and water) into oxygen (and sugar) – performing a task vital to keeping the Earth habitable by humans and the many other animals that rely on oxygen for their survival. Pollution and logging, however, have undermined the natural balance – bringing consequences such as accelerated climate change, increased respiratory ailments, and other ecological, biological, and sociological problems.

Treepex’s “product announcement” was designed to raise awareness about the negative impact of pollution on human health, as well as of the positive impact that trees have in cleaning the air for us. It made millions of people ponder whether they would be healthier if they breathed better air. But, at least of today, there is simply no substitute for nature’s method of restoring oxygen to our air via the billions of trees and other plants on our planet; as a society, we must better appreciate their importance in our ecosystem, and the understand that it is our responsibility to maintain and deliver a healthy Earth to generations to come. In that regard, we must also remember that nature does not care about politics, budgets, or unscientific theories.

Treepex’s “product announcement video” appears to have ignited many discussions about trees and their role in our lives, and conversations on related environmental topics are sure to continue for years to come. In the meantime, Treepex offers people the ability to plant trees in several locations around the globe – as such, it truly “transforms polluted air into fresh oxygen” the way nature intended.

Tech

Related Posts: