Saving Containers from
Landfill 10c at a time

Celebrating Local Legends
by saving Containers from Landfill.

The primary focus was on optimising brand recognition across all touchpoints. The environment that houses these pieces of collateral is surrounded by green all around it. Therefore, how can you communicate with your customers without having your messaging get lost in the mix of other contact points or your own brand collateral? The overall strategy was to increase reach by emphasising brand awareness and cultivate audience trust to get their attention. Using a number of key indicators and archetypes, the marketing plan was implemented, focusing on the audience groups that had the best chance of achieving the greatest possible reach.

Young families were one of our primary target audiences. Based on our research, the biggest obstacles facing them were the rational impact, finite time, and lack of knowledge about the scheme. We also found that we had these young families’ children, are the ideal primary motivator. The strategy included educating this segment at touchpoints which made sense for them, family outings, news on social media etc.

The activation was designed using big corflute signage to mimic the containers the scheme collects, making it easy for the audience to understand what was and wasn’t eligible in a minute halftime game. This methodology also applies to educating our audience with double page spreads educating how much waste Western Australia uses and how the scheme works to reduce this.