Fost Plus is the lead organisation in Belgium responsible for the promotion, coordination and financing of collecting and sorting recyclable household waste. Our agency has been working with this great brand for 20 years making the Belgian consumer the best recycler in the world!
Fost Plus wanted a new active and interactive marketing campaign that would really engage the public and clarify the complex rules surrounding recycling. They also wanted to re-ignite peoples interest and passion for a potentially dull and boring topic by presenting it in a fun and interesting manner. So, they called us.
Budget € 150.000 – 250.000
Belgium is hardly known for its fantastic recycling although we are a leading example for the rest of the world. But even then, mistakes are still being made due to confusion about specific rules and a lack of engagement from a few habitants.
That’s why we decided to use a really simple, fun and interactive marketing strategy that would show people just how easy it is. In fact it was so easy, “Even a child could do it”! Which was the exact slogan we used for the campaign. Before launching the campaign, market research proved its effectiveness and clarity.
For a visual, we created a children’s wooden puzzle with three spaces inside a bin bag, each in the shape of a different recyclable, then photographed people completing the puzzle (fun right?!) And in keeping with this theme, we created more games such as hopscotch and Dutch shuffleboard and set them up at events such as fairs for people to enjoy and even win prizes.
(360 campaign, from advertising on billboards, to games, to online, to offline making it a completely integrated campaign)
The campaign we came up with was creative, fun and understandable. It also created continuity in recycling throughout Belgium. Previously, each region had a different marketing campaign and collection service. Together with Fost Plus we worked out a single campaign across the whole country, making the message much clearer while also being more cost effective and economical. The participating intercommunal regions were involved in the campaign which resulted in great
How bloody brilliant is that?