BIN THE WORST OF 2011 by Shackleton Spain for Fundacao Cultural De Curitiba (FCC)

BIN THE WORST OF 2011

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Industry Government & Other Authorities, Social Services
Media Promo & PR, Case study
Market Spain
Agency Shackleton Spain
Art Director Alex Katz
Copywriter Juan Silva, Javier Iñiguez
Account Supervisor Joseba Irurzun
Released January 2012

Awards

Caples Awards 2012
Other Media Ambient/Guerrilla marketing Bronze
Direct Mail & Print Direct mail, flat Finalist

Credits & Description

Category: Corporate Communication
Advertiser: FCC - CITIZEN SERVICES
Product/Service: FCC SEASON'S GREETINGS
Agency: SHACKLETON
Executive Creative Director: Juan Silva (Shackleton)
Copywriter: Juan Silva (Shackleton)
Copywriter: Javier Iñiguez (Shackleton)
Art Director: Alex Katz (Shackleton)
Digital Art Director: Teresa Núñez (Shackleton)
Digital Copywriter: Marina Fornet (Shackleton)
Dm Art Director: Lucia Agudo (Shackleton)
General Manager: Marta Gutierrez (Shackleton)
Brand Manager: Arancha Cebrian (Shackleton)
Account Supervisor: Joseba Irurzun (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Cristina Cortizas (Shackleton)
Audiovisual Producer: Iraida Martinez (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Digital Frontend Programmer: Miguel Garcia Sanguino (Shackleton)
Digital Producer: Gonzalo Fernandez De Cordoba (Shackleton)
Graphic/Event Production Manager: Itxaro Vicuña (Shackleton)
Graphic Producer: Susana Herraez (Shackleton)
Graphic Producer: Jose Vicente Garcia (Shackleton)
Video/3d: Luis Yrisarry (Shackleton)
Media placement: INTERNET SPOT - FCC'S OFFICIAL YOUTUBE CHANNEL - 02 JANUARY 2012
Media placement: WEBSITE - INTERNET - 29 DECEMBER 2011
Media placement: FLAT MAILING - 1 SHOT - MADRID NEIGHBORHOODS - 29 DECEMBER 2011
Media placement: DIMENSIONAL MAILING - 1 SHOT - SPANISH OPINION LEADERS - 29 DECEMBER 2011
Media placement: LIVE STUNT - GARBAGE COLLECTION - 02 JANUARY 2012

Summary of the Campaign
FCC is a Spanish company that manages municipal services provided by the city, including waste collection. The objective of this campaign was to ensure people knew who actually provides this service, bringing FCC closer to citizens

2011 was the year that the economic crisis most noticeably affected Spanish citizens, on top of an unemployment rate of over 20% and risk premiums rising out of control.

Taking advantage of the final days of 2011, FCC launched an initiative to encourage citizens to toss the worst of 2011 in the garbage bin.

Ordinary garbage bags became the advertising medium of the campaign. We printed 50,000 bin bags with words that citizens at the time didn’t like at all and we distributed them door-to-door on December 29th, so that on New Year’s Eve, people could symbolically get rid of the worst of the year.

The campaign also featured a video of the action, direct mailing to opinion leaders and a web where users could order real bin bags, toss virtual ones and share them on social networks.

Locals from the neighbourhood took part in the action and spontaneously became an integral part of it.

For one night, the bin bags that they threw away became the most effective campaign we could imagine.

The video got 52,937 views only on YouTube. 241% above objectives and 40,000 views in the first 3 days. 9,000 bags were ordered on the web in only 4 days. The news quickly appeared on major media and most famous blogs. The estimated value of free publicity reached €42,789.

The Situation
With the messaging opportunities that Christmas and New Year bring, FCC launched its 'Bin the Worst of 2011' campaign with the aim of conveying the company's new positioning: citizen services.

The company wanted to convey an approachable message that would speak to the largest number of citizens possible - people who are at the receiving end of FCC services but who do not know anything about them. The budget for this was very small, calling for the need to rely heavily on viral and marketing tactics and PR.

The Goal
FCC is a Spanish company that manages municipal services provided by the city, including waste collection.

The objective of this campaign was to ensure people knew who actually provides this service, bringing FCC closer to citizens.

The target of the campaign was:
- FCC employees from all its different areas
- Society in general
- Media and opinion leaders.

The Strategy
2011 was the year that the economic crisis most noticeably affected Spanish citizens, on top of an unemployment rate of over 20% and risk premiums rising out of control.

FCC, responsible for collecting waste in many Spanish cities, rolled out its 'Bin the Worst of 2011' initiative so that citizens could throw away the worst from a year they'd prefer to forget.

So, taking advantage of the final days of 2011 we asked people to take part.

We turned ordinary rubbish bags into an advertising medium.

We printed 50,000 bin bags with words that citizens at the time didn’t like at all, and we distributed them door-to-door: 'Unemployment', 'Crisis', 'Risk Premium'.

The idea was simple: use them and throw them away on January 1st, and help us to make the New Year garbage collection a very special one.

A video of the initiative was launched on internet and shared on social networks.

Execution
We co-ordinated a highly synchronised campaign comprising different actions aimed at raising awareness of the message and the video piece amongst the greatest number of individuals possible in the shortest time possible, detonating its viral potential.

A PR 2.0 action was implemented, inviting journalists, bloggers and influencers to take part in the action and spread the word to others. To achieve that a DM mail shot was sent out supporting the video piece and providing further information about the action itself.

The original piece was sent to the TV stations in video format, VPR and VNI and which were distributed nationally.

Documented Results
The locals from the neighbourhood that took part in the action suddenly became an integral part of it. For 1 night, the bin bags that they threw away transformed into a most engaging campaign.

• 52,937 viewings of the official video alone on the YouTube channel. (Updated to 08/02/12). 241% over the objective.
• 40,000 in the first 3 days following the video’s upload onto the internet.
• 956 reactions to the official video on Facebook ('shares', commentaries and 'likes')
• Over 150 reactions in Twitter
• 30 mentions in blogs
• 11 mentions on national digital media and 10 impacts in the national press
• The estimated value of free publicity reached €42,789.