WA uses 140,000 containers an hour which often end up in rivers, beaches or landfill. To help combat the fight against waste, Containers for Change launched their state-wide recycling scheme on 1st October and in order to help drive awareness of the problem and the scheme, we were tasked to deliver a launch campaign to engage with as many Western Australians as possible and also drive earned media. Another objective was to build on an existing database of consumers and generate scheme sign-ups.
Our creative idea was to create a giant swan, the state emblem of WA, out of 10,000 plastic containers and the same amount that WA uses every 4mins. Our giant swan then proudly stood in Yagan Square, Perth for two weeks and was supported by an AR filter of the swan, complete with honking noises and head movement, that people could interact with on Instagram and in regional areas of WA. We also created a competition microsite where we gave people the chance to win 60 x $100 prizes plus a grand prize of $10k simply by submitting their name, e-mail address and postcode which we could then use to re-target and encourage scheme sign-ups.
The whole campaign was supported by paid social media posts, to help drive engagement with the AR filter and competition, a PR campaign including influencers and also radio ads in Perth metro and regional areas.
The client was extremely pleased with the activation which earned a prime-time spot on 9 News and the microsite garnered over 29,000 visitors in just two weeks.