Red Consultancy @redprnews
Our award-winning campaign for Ecover cleverly showcased the value of putting plastic back into the recycling system, accelerated attitude change amongst consumers, provided a contagious media and social story and delivered significant commercial sales success.
With 12 million tonnes of plastic ending up in oceans each year, Ecover decided to tackle this issue by creating 100% recycled/recyclable washing up bottles.
But with the issue of plastic waste rocketing up the media agenda and into wider public consciousness in 2018, our challenge was to help Ecover stand out from the crowd, especially as Ecover isn’t a hipster brand but a business founded 40 years ago on ecological principles.
So we created a world-first experience - The Ecover Rubbish Café - where plastic rubbish was turned into currency!
Everything about the cafe was created with sustainability and shareability in mind – from the zero-waste menu and up-cycled furniture to ideas for simple swaps we can all make to reduce, reuse and recycle plastic. All paid for with rubbish.
The pop-up café was open to the public for two days, with a launch event and stakeholder roundtable event also taking place.
We supported the café’s launch – and Ecover’s wider “Let’s Live Clean” brand positioning – with new research conducted in partnership with Friends of the Earth.
The event drove widespread editorial and social coverage including 130 pieces of coverage, 620,000 organic video views and 24 million+ social impressions.
It really struck a chord with our target consumer with almost 1,000 visitors to the café, 11,400 visits to the educational microsite, 87,000 positive social engagements and a 400% increase in Facebook page likes.
A number of retailers are also embarking on new Ecover initiatives inspired by the café.
The campaign has received the following accolades:
- Winner – Grand Prix – The Drum Experience Awards 2018
- Winner – B2C Experiential Brand Campaign/Event of the Year – The Drum Experience Awards 2018
- Finalist – Consumer Award – PRCA National Awards 2018
- Finalist – CSR Award – PRCA National Awards 2018