SONY GETS RECYCLING by MEC Santiago for Sony Bravia

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SONY GETS RECYCLING

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Industry TV
Media Promo & PR, Case study
Market Chile
Agency MEC Santiago
Released December 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SONY
Product/Service: BRAVIA TVS
Date of First Appearance: Dec 2 2009 12:00AM
Entrant Company: MEC CHILE, Santiago, CHILE
Managing Partner: Diego Terán (MEC)
Account Director: Jose Luque (MEC)
Managing Director: Christopher Neary (MEC)
Supervisor: Adela Villanueva (MEC)
Planner: Susana Ortega (MEC)
Media placement: PR - 4 x articles - La Tercera, Las Ultimas Noticias, La Hora y Publimetro - 2 December 2009
Media placement: Print - 6 x ads - El Mercurio, La Tercera, La Segunda, Las Ultimas Noticias, La Hora y Publimetro - 4 December 2009
Media placement: Radio - 48 x placements - Placement en Romántica, FM Dos, 40 Principales, Carolina, Cooperativa, Futuro y - 4 December 2009
Media placement: PR - TV - Chilevisión - 5 December 2009

Results and Effectiveness
The three Lider stores sold out and more than 210 Sony Bravia LCDs found new homes. Sales were 300% ahead of a normal weekend. Two hundred and twenty-one TVs were recycled. PR coverage on TV and in press was valued at $33,000, 50% more than the paid for media budget.

Creative Execution
We put together a unique partnership. Using media to solve an environmental programme. Lider Supermarkets – part of the Wal-Mart Group – and Degraf, a recycling specialist, would work with Sony to test a recycling programme. For one weekend only, consumers would be able to bring their old TVs to the store and buy a new one to replace it. A special event that would put Sony in the role of planet protector and give consumers fantastic value. The final incentive would be the chance to win tickets to the FIFA World Cup. The offer would be promoted by radio and press four days in advance as well as PR all designed to drive footfall and electrical waste to the stores.

Insights, Strategy & the Idea
Sony would like to sell lots of Bravia TVs and while consumers may want the latest LCD kit, they have a problem. They simply can’t get rid of their old equipment. Most houses have a pile of useless old electrical items. The problem is that there’s no way to dispose of old electricals: no recycling facilities and fines if they are put out with the trash. It’s a real barrier to purchase. Our strategy overcame this problem, boosting Sony’s environmental credentials and providing consumers with a way to clear out their old kit. A unique partnership with a retailer and a recycling specialist would be matched by attractive discounts on the latest Bravia LCD screens. Running for just two days across three stores, it would be too good to miss. A special event that drove sales and positioned Sony as an environmental pioneer.