All adults aged 25-54 in beacons cities Bristol, Norwich, Reading and Edinburgh.
Being resolutely social, we change what we do if we feel the odd one out. We identified the role for comms was to spark the sense of a city-wide movement, encouraging the use of kerbside collection, and spreading an understanding of electricals’ true value.
Using ‘Hypnocat’, the standout creative developed by Truant, we developed a layered approached. To build a feeling of ‘collective change’ we surrounded the local community with localised, social and physical media, which created a sense that recycling electricals is the socially accepted thing to do. To stop the ‘sleepwalk to non-action’, we reminded our audience at key trigger points, when it is most convenient to recycle; spring cleaning, DIY driven bank holiday weekends and back to school in September. We also targeted them immediately after moments of overconsumption, such as key sale periods and Black Friday.
In Bristol, radio airtime drove frequency, and a station-led radio promo drove local relevance and local engagement. Bus supersides and 6sheets gave us blanket, city-wide coverage. Facebook, Youtube and Instagram wove Hypnocat into the local conversation, spreading the recycling message to core target groups. And door-drops provided a physical reminder to nudge the audience into action in the home.
Varying combinations of the Bristol media plan ran successfully across Edinburgh, Norwich & Reading; and gave us learning on the optimum channel mix to adopt in further cities as nationwide rollout gets underway for 2021.