campaign background… Recycle for London has been running since 2003 with notable success, and with a focus on getting Londoners to ‘recycle more’. But by the end of 2006, we wanted to take a fresh look at how to increase the city’s recycling rate. Our research told us there was a massive gap between how much Londoners thought they were recycling and how much they actually were. 80% of Londoners believed they were recycling ‘a lot’ or ‘everything they could’. In fact, that year, London was dubbed the worst performing region in England for recycling with a recycling rate of less than 20%. The advertising calling to Londoners to recycle more was no longer cutting through. The problem was that in Londoners minds, recycling was a separate action to binning and therefore there was little more to recycle. But in reality, Londoners were habitually throwing away lots of things that could be recycled. A new way of engaging Londoners with recycling was needed but how were we going to get Londoners to recycle more when their answer to “why aren’t you recycling more?” was “because I already recycle everything I can”? So, instead of directly prompting Londoners to recycle more, the Recycle for London campaign changed it focus. The new role for advertising was to divert Londoners away from the bin.
And so…. The Evil Bin was born. Putting rubbish into the bin wasn’t something Londoners planned or thought about. It came to them instinctively and easily. The campaign’s new role was to get Londoners to feel bad that they weren’t recycling every time they went to the throw a piece of rubbish into the bin.
Recycle for London works by running a Londonwide media campaign, in this case Starve your Bin, using media that carries across the whole of the city. This year the focus was on three core materials – glass, paper and cans – as these can be recycled anywhere in London. The campaign also provides funds and access to the creative to the London boroughs, so that they can localise the messaging. The logic is that GLA utilises free ad space through TfL, media buying power (that borough-sized campaigns couldn’t achieve) and Mayor of London for press appeal. This works very well for the basic messaging, but with 33 different recycling processes and infrastructures, the localised comms is what really helps to make the campaign effective. They cash in on strong brand awareness whilst attaching the messages they need to at borough level.
The campaign plays a key role in the Mayor meeting his environmental commitments. The Environment Programme (July 2009) states that the GLA will ‘revitalise the Recycle for London behavioural change campaign’ and ‘develop proposals for a three-year pan-London Recycle for London campaign’.
+DOUBLE CLICK TO PLAY+ This was a short ad we made specifically for online advertising…
Recycle for London "app" at NMA event
NMA Live Mobile Apps for Marketers Jason Cross 26.03.10
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Recycle for London Case Study “ Evil Bin” iPhone and Java game application
<ul><li>80% of Londoners believed they recycle ‘a lot’ or </li></ul><ul><li>‘ everything they could’ </li></ul><ul><li>Recycling rate was in fact less than 20% </li></ul>2006
<ul><li>Londonwide advertising, utilising: </li></ul><ul><li>TV </li></ul><ul><li>Radio </li></ul><ul><li>Online </li></ul><ul><li>Outdoor (Buses and tubes) </li></ul><ul><li>London Paper media partnership </li></ul>“Starve Your Bin” Campaign Top down London wide campaign 33 London boroughs Localise and extend the campaign Local comms, utilising: Local press advertorials Truck panels Lamppost banners PR templates Event sponsorship
Surrounding media campaign communicates the main message
Whilst TV and radio bring the evil bin “to life” See the video: http:// www.youtube.com/watch?v =Sj93a_g3Oks
To support the campaign, we used mobile to drive engagement*, and reinforce recycling messages *Research shows a 25% improvement in advert awareness and understanding when the audience has “engaged” with the campaign in some manner…
We used mobile advertising to further drive application downloads
A fully accessible app: via SMS, mobile media banner or app store
Campaign Results 67% (of Londoners) had seen some form of Starve Your Bin advertising in the previous month Of those: 78% said it raised their awareness of the issue 79% said it reminded them to recycle more 71% said it encouraged them to recycle 64% said they recycle more as a result of the campaign London recycling rate*: 2002-03: 9% 2005-06: 18% 2007-08: 22% 2008-09: 25% *municipal waste only: anything the councils are responsible for collecting, so typically household, small businesses, some schools and hospitals, and street bins
Campaign Results Recycleforlondon.com visits Pre campaign (Sept 08) saw an average of 145 unique visitors per day. During burst 1 (mid Nov to mid Dec) average of 759 unique visitors per day with high of 1120. During burst 2 (Feb 9 to March 11) average of 502 unique visitors per day with high of 812. Online advertising statistics Opportunities to see an online ad: 6.2 million unique users at a frequency of ave. 2.3 Online video plays - 3.4million 11,500 clicking through to website via the ads 10,000+ advert plays on YouTube 30,000+ advert plays across London-centric and niche blog websites such as EcoStreet
Campaign Results <ul><li>Mobile Statistics </li></ul><ul><li>The mobile game had been requested by over 18,000 people (to April ’09). </li></ul><ul><li> </li></ul><ul><li>It increased from around 6000 to over 18000 after a booost from: </li></ul><ul><li>- An SMS push to Blyk users (4158 clicks to WAP game site) </li></ul><ul><li>- Mobile phone advertising across Yahoo and Orange mobile domains (3844 and 1855 clicks respectively to WAP game site) </li></ul>
See the film: http:// www.youtube.com/watch?v =gMi2w-XX1UM
Thank You Any questions? [email_address] @jcmobile10 www.incentivated.com
INSPIRATION GUIDE: ACQUISITION [email_address] Public Sector: Recycle for London www.incentivated.com/publicsector Business Need: To extend “Starve your bin”, RfL’s fully integrated campaign, to a younger audience in a fun and engaging way which educates users about what can and cannot be recycled and encourages them to tell others . <ul><li>Functions: </li></ul><ul><li>Game </li></ul><ul><li>Forward to friend </li></ul>The Solution: A mobile game was developed for Java enabled phones as well as the Apple iPhone . It was promoted via the iTunes App Store , in mobile Advertising and through PR . Users could text BIN to 62967 to launch a mobile internet site from where they could download the game . The aim is to collect recyclable materials in the recycling bin and leave non-recyclable items for the bin bag (the ‘Evil Bin’). A score leaderboard encourages competition and ‘send to a friend’ functionality makes it viral . Mobile game makes recycling fun