RECYCLE BIN by Maxus for Nokia

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RECYCLE BIN

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Industry Mobile phones, devices & accessories, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market India
Agency Maxus
Released April 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: NOKIA
Product/Service: NOKIA RECYCLE CAMPAIGN
Date of First Appearance: Apr 22 2009 12:00AM
Entrant Company: MAXUS INDIA, Gurgaon, INDIA
General Manager: Mausumi Kar (Maxus India)
Business Director: Kingshuk Mitra (Maxus India)
Business Manager: Abhik Chanda (Maxus India)
Group Head: Akhil Padman (Maxus India)
Business Executive: Shagun Gupta (Maxus India)
Group Head: Chandana Chakravartti (Maxus India)
Business Executive: Arpan Priyamvada (Maxus India)
Business Executive: Akshay Chawla (Maxus India)
Media placement: Live Bin On Outdoor - Ludhiana, Bangalore, Delhi,Mumbai, Kolkatta - 22/04/2009
Media placement: Radio Coverage - Big 92.7 FM In All 5 Cities - 20/04/2009

Results and Effectiveness
This outdoor idea gave a whole new dimension to the Nokia Recycle Campaign with 68,000 old cell phones being deposited during the month against the 14,000 that were recycled the previous month. More than 7,000 queries were generated on Radio across the 5 cities. There were 0.9 million searches for the keywords “Nokia Recycle” for that one month on Google. Free PR worth 0.3 million Euro was generated for the Nokia Recycle Bin. Nokia recycle campaign became the most talked-about 'save the environment' initiative in India. Unlike other Corporate Social Responsibility initiatives, this had a physically measurable outcome.

Creative Execution
This was executed in 5 top cities for one month. Strategic sites were selected, for these giant size Nokia Recycle Bins, in each city basis the high and constant influx of corporate traffic. Every day the campaign induced deposits of old cell phones through Instore, Print, Radio and canter activities. At the end of each day the deposits were dumped into the Nokia Recycle Bins. The deposit level rose each day demonstrating how people had adopted the Nokia Recycle way of preserving the world’s resources. Radio stations tracked this count each day. Radio Jockeys reported from the sites creating buzz around the recycling activities. A character called “Nokia Recycle Bin” was created on Radio who chatted with an RJ at the end of every day about its new experiences. Listeners could also call up or SMS their queries to the “Nokia Recycle Bin”. This activity generated free PR in the local press.

Insights, Strategy & the Idea
Nokia’s Recycle campaign was about recycling old cellphones and saving the world’s energy. The message was targeted at every cell phone up-grader in India cutting across age, race, gender, geography and economic standing. Today, the mindset of an up-grader in India is to “sell” his old phone before buying a new one. This meant that people expected an “incentive” to recycle their old cellphones. Nokia wanted to shift this behavioral association of “Recycling” with materialistic inducement. The adage, “Seeing is Believing” is deeply embedded in the Indian psyche. People are more likely to adopt a change when they see it happening around them in a credible and measureable form. Hence, it is imperative to clearly demonstrate the process of change. This insight led us to create the World’s 1st ever “Live Recycle Bin”. We transformed large format billboards in key cities, into giant size Nokia Recycle Bins.