Challenge:
- a marketing conference on communication of the future and in it the role of sustainability.
- Invite real companies to participate in closing the circulation of marketing materials.
- Activities to engage conference participants.
For this project, we had the following materials at our disposal:
Vinyl posters after the completed OOH campaign
Implementation:
- overarching value of the project: combining communication activities with the real use of waste.
- Goal: to share with conference participants their perception of the communication of the future
- Project assumptions: participants involved in joint activities
– identify with them,
– are more motivated to learn about the purpose behind the action - proposal presented:
– A contest announced in social media, which could involve companies that deal with marketing/promotional/advertising materials on a daily basis.
– Participants – all willing who will answer the question “what is effective communication”.
– The prizes in the competition are to be products of everyday use made from post-advertising materials - customer choice: kidney, laptop case, shopper bag
Product description: slim, comfortable, adjustable
Rationale for selection: contest participants are largely observers of the profile of the agency and OOH companies – people associated with marketing departments
Results:
Communication consistency with conference values – the use of upcycled products reinforces the message about a conscious, sustainable and responsible future of communication.
Building a positive brand image – emphasizing innovation and an ecological approach, which attracts environmentally conscious customers and business partners.
Engaging participants and increasing interaction – a competition using upcycled products stimulates creativity and engagement of participants and generates reach in social media.
Reducing the carbon footprint and real ecological impact – avoiding disposable mass-produced gadgets in favor of upcycling is in line with the principles of the circular economy and helps reduce waste, which can be an argument in communication with partners, investors, sponsors, etc.
This is a strategy that not only supports the promotion of the event, but also builds the authenticity of the brand and its commitment to building a sustainable future.
