Recycle & reward PR campaign reaches 1.5 million people
A new breed of recycling machine
Norwegian recycling machine manufacturers TOMRA ASA secured a pilot scheme in Hampshire with Tesco Stores Plc.
The pilot entailed the installation of 3 state-of-the art, fully-automated recycling machines in Tesco car parks in Havant, Southampton and Andover. The machines offered a choice of recycling incentives: entry into a draw to win an iPod Shuffle; money-off vouchers for Stella Artois or Coca Cola; a donation to a local children’s hospice.
The need for a national roll out
TOMRA approached LCM with the remit of raising the profile of the recycle & reward centres in the local communities around the sites and to contribute towards doubling the number of people that recycle at the centres, so that the scheme is rolled out nationwide.
If the pilot were successful, it would mean a roll out across at least 100 Tesco stores nationwide, establishing a new market for TOMRA.
Creative input from LCM was critical as TOMRA was new to the UK market with no staff in the UK. It was LCM’s job to create a campaign that engaged the local communities as to the recycling benefits of the machines, and the incentives offered. We conceived and developing each targeted campaign and every creative aspect of its implementation including: writing, photography, celebrity endorsement, co-ordination and engaging on an individual level with literally thousands of participants.
Engaging with businesses, schools and local communities
We developed a press campaign promoting the initial launch of the machines at each site, announcing the winners of the first iPod prize draws and publicising the involvement of schools using local environmental campaigning celebrity, Chris Packham.
We involved over 1000 companies across the three towns, telephoning each one to gain agreement to ‘Become a recycling champion.’ We followed up with a pack containing posters for staff notice boards and instructions on how to boost Hampshire’s recycling effort.
We carried out a poster competition with 80 Year 3 children. TOMRA’s executive Terje Hanserud travelled from Norway to teach the schoolchildren about the effects of recycling on the environment. The winning poster was reproduced and displayed on the recycling machines, which gained coverage in the local press.
Recycle & reward goes nationwide
Within a six month period, TOMRA proved the popularity of the machines, providing weekly reports of the number of units that had been recycled and won the contract to roll out to 100 Tesco stores.
Press Coverage was received in the Southern Daily Echo, front page of the Southampton Advertiser, Hampshire Chronicle, Andover Advertiser, Portsmouth News, Food & Drink magazine, and www.letsrecycle.com.
The press coverage achieved £7,955.00 of advertising equivalent value and opportunities to see reached 1,457,793. These figures do not include Web press coverage. Referenced against the population of Hampshire, the activity potentially reached an estimated 88% of the county’s population.