From thinking Global, to Recycle Local – how we lead the Electrical Recycling Revolution with persuasion, planning and a pink cat!
Challenge
Over 103,000 tonnes of small electricals are binned every year. Over 880 million unwanted electrical items are gathering dust in people’s homes. We needed to raise awareness of this issue, and convince everyone across the UK that this stuff isn’t waste, but valuable materials which must be reused and recycled, not binned or hoarded.
Solution
A combination of high impact ATL media, hyper targeted creative and localised messaging reached our key audience in the right place at the right time with the right message.
Deploying ‘Hypnocat’ - the distinctive creative messenger with swirling hypnotic eyes and a rapping voice - in key broadcast environments delivered a sense of ubiquity, driving cut through…and more importantly – action!
Effectiveness
+322% increased weekly recycling locator search volume (2023 vs 2022)
+6% increase in recycling of small electricals in 2023 year on year
7m kilograms of precious materials saved from being lost forever
“ The combination of a disruptive creative route with a carefully crafted media plan has proved to be a winning formula for us, having seen small electrical recycling increases directly driven by the campaign – and that’s effectiveness in action!”
Marketing & Behaviour Change Lead, Recycle Your Electricals
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