+ 3300 delivery points throughout Brazil
+ than 2600 insertions in
offline media in 6 months in the State of Paraná
Estimate of more than
15 million people reached
Who is it?
Reciclus is a non-profit association that brings together the main producers and importers of fluorescent lamps with the aim of promoting the Reverse Logistics System nationwide.
What is Reverse Logistics?
It is the set of actions, procedures and means designed to enable the collection and return of solid waste to the business sector, for reuse, in its cycle or in other production cycles, or another environmentally appropriate final destination.
Reciclus is responsible for operating the Reverse Logistics of lamps that contain mercury in their composition, and provides Delivery Points in commercial establishments throughout Brazil, so that individuals can dispose of their used lamps for later safe collection, transport and correct destination in our approved recyclers.
The challenge
Raise awareness and encourage the correct disposal of fluorescent lamps
The strategy
Raising awareness about the correct disposal of fluorescent lamps is the first step, but how do you really engage people?
The strategy was divided into two fronts: where we created a communication structure with strong pillars focused on content and, at the same time, made the topic closer, with a pinch of good humor.
OK! Structure and creative path defined, the time has come to connect: data, insight's strategy, transform the creative concept and integrate digital media, offline and action with micro-influencers.
The time has come to connect all of this to the media.
First we have the national campaign in which the strategy was all designed with digital media - meta ads, google ads, display and youtube. For each platform, we propose a guiding strategy that will be replicable for all the squares to be worked on.
Then, the campaign focused on the State of Paraná.
The media strategy was all designed based on the collection point implementation plans. We looked at all cities in Paraná, the implementation process and how in particular we would take the message to people in cities with such different realities. In the strategy we have cities with 500 thousand inhabitants and cities with 2 thousand inhabitants. So, we use creativity, digital and offline media to complement the entire strategy.
In 6 months, there are 75 cities, we will be on all radio stations in the State of Paraná, we will have a sound car in cities with less than 90 thousand inhabitants. Yes!!, sound car, and in cities with less than 50 thousand inhabitants, bag of bread. Everyone buys bread, right? It has better place to communicate with small towns.
In addition, we will have the support of 10 micro-influencers and all the media in meta ads and google ads.
This strategy was a real tretris game, and it's been a success.
With this campaign, we were one of the winners of the Lusófonos de Criatividade Awards, an international festival based in Portugal, the only one in the world dedicated exclusively to awarding, honoring and debating the advertising market in Portuguese-speaking countries.
The agency won, respectively, the bronze trophies in the Digital – Web Campaign category, with the campaign “Burnt? Recycled!”, and bronze in the Production – Film Web category, in the 10th edition of the festival.
Check out the video:
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