Branded content is comparatively a newly adopted media in Bangladesh. However the consumers are pretty much defensive about it unless there is a social goodness or extreme humor attached to it. From the regulatory angle, the efforts are restricted for cigarette brands and alcoholic beverages. For other categories, there are no restrictions as such unless it attacks any religious sentiment, cultural belief and interest of the minorities or deceives the consumers with false claim.

We retrofitted 6 arcade machines in 6 locations with a mechanism that lets people play not with a coin, but with an empty Coca-Cola bottle. Each bottle lets two, enjoy an intense game of custom designed pong, ending with positive messages about the benefit of recycling.

The activation was shot to be used for the internet film. It talked about the carelessness revolving around recycling, the activation experience and the connection between the feeling of happiness and the act of recycling.

Then the film was uploaded on Coca-Cola’s YouTube Channel, facebook page and twitter page. The campaign ran exactly as per the plan and quickly grabbed the desired attention of media and youth.

The campaign had a broader target to imbibe the habit of recycling among the consumers and immediate target to collect as many empty Coca-Cola bottles as possible. In comparison to the current situation, where no one is actively concerned about recycling, we managed to collect 1,860 bottles and touch over 3,000 people; in just a week and the campaign is still going on.