It’s a wrap
As part of the Scottish Government’s drive to make Scotland a Zero Waste Society, out task was to create an online advertising campaign to support above-the-line activity and encourage the nation to recycle more materials, more often.
With a campaign planned to run during the festive period and based around attitudinal research into the nations recycling habits, we devised rich-media creative that reflected the time of year, media booked and integrated with the TV advertising. As well as mainstream media, ads were also to run across various content networks including Faceboook to provide a social aspect to the campaign.
For the content that appeared on the Sort It website, we developed animated video pieces that took a humorous approach to behind-the-scenes auditions for the characters that appeared on the TV ad.
Due to the high volume of impressions (c. 10 million) there was an opportunity to create specific messaging around the sites being advertised on. For example, Gumtree was ideal for messaging about reuse and Amazon.co.uk checkout spaces for prompts to recycle packaging.
Other date-specific activity included Boxing Day only messages across all sites as a reminder for glass and paper recycling. Spotify also had it’s own audio message tied to specific visual creative.
Overall the campaign delivered a click-through rate at almost twice the industry standard and an interaction rate on rich-media of around 14%. The resulting cost per click was also below target resulting in a cost-effective campaign for the media spend.
