FESTIVAL RECYCLING by Cake for Coca-cola

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FESTIVAL RECYCLING

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Industry Soft Drinks
Media Promo & PR, Case study
Market United Kingdom
Agency Cake
Released June 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Date of First Appearance: Jun 1 2010
Entrant Company: CAKE, London, UNITED KINGDOM
Cake Live Director: Will McHugh (Cake)
Cake Live Project Manager: James Scally (Cake)
Recycling Events Manager: Izzy Jowett (Coca-Cola)
Media placement: The Isle Of Wight Festival - Experiential - 11 - 13 June 2010
Media placement: V Festival - Experiential - 21 - 22 August 2010
Media placement: Sonisphere - Experiential - 30 July - 1 August 2010
Media placement: Bloodstock - Experiential - 13 - 15 August 2010
Media placement: Creamfields - Experiential - 28 - 29 August 2010
Media placement: Wakestock - Experiential - 2 - 4 July 2010
Media placement: Epsom Derby - Experiential - 4 - 5 June 2010
Media placement: South Of England Show - Experiential - 10 - 11 June 2010

Insights, Strategy & the Idea
In the UK, less than 50% of PET plastic bottles are recycled, generating 200,000 tons of trash per year.

Coca-Cola wanted to change recycling habits and is commited to acting on all stages of their products’ lifecycle with the goal of increasing the recycling rate to ensure future re-use of materials

By 2020, Coca-Cola aims to recycle 100% of their packaging within the UK. To achieve this, consumers needed to think and act differently.

Our challenge was to educate and inspire consumers to behave differently when disposing their empty bottles.

To connect with young adults and change their view on recycling and motivation/behaviours, we reached them in a specific environment– summer music festivals. For them, music is a bonding passion point, and, although popular, festivals yield significant amounts of trash.
Coca-Cola’s Event Recycling program inspired festivalgoers by showing them that recycling can be fun and easy through entertainment and education.

Creative Execution
“Rock Your Rubbish” was derived from a real festival need: recycling access and education. The green-in-every-way program was culminated through four-part activation:

1) The Recycle Garden:
- A baling machine in the activation zone demonstrated how recycling gives bottles a second life.

- A clean, relaxing garden space was built from empty bottles and crushed into useable furniture.

- From tables to sofas, festivalgoers watched the garden grow throughout the festival.

2) Swap-for-Swag:
Festivalgoers traded used bottles for festival essentials/merchandise including t-shirts, fleeces, lanyards, rain ponchos and caps.

3) Volunteer Programs:
To ensure a credible message, two volunteering programs were set up – vinspired Live Positively and Coca-Cola Employees, Friends and Family. Local volunteers minimised travel and the overall carbon footprint of the events.

4) Back-end Recycling:
Recycling experts and volunteers serviced 28 recycle stations across event sites. All material was taken to a recycling center post-event, ensuring everything was put through the closed-loop system.

Results and Effectiveness
The Coca-Cola recycling program was activated at 8 major summer festivals throughout the UK, reaching more than 537,000 people.

• 92,340 PET bottles were swapped for 9,000 ‘Swag’ items.
• 18 tons of bottles and cans were collected, equalling 20 million light bulb hours.
• 156 volunteers were recruited.
• The recycling message was communicated to 20,769 festival goers via 121 conversations.
• Reached 50,000 additional people through digital activity (vinspired.co.uk, Facebook and Twitter).
• The Coca-Cola recycling program will expand further into the 2011 festivals.

The program was so successful that it was overwhelmingly extended and expanded in 2011.