Our target group was young adults, aged between 12 and 22) and focused on online media and live events and active participation.

The chosen “language” was one of ‘creativity’. We challenged them to become can visionaries (dose is German for can).

We had prominent German artists show what can be done with cans. From making music, foosball tables to photography. To stimulate and encourage.

We met our target group at events with our “Fresh-Up Kiosk, a pop-up event space with local DJ sets to chill out to, live street art performances to enjoy and recycling information to discuss.

Objective was an increase in awareness regarding the importance of recycling. Exact quantifiable numbers weren’t set but the client was very satisfied with the following results of the 14 months of the campaign:

- 10 million impressions on the Dosionair Facebook page

- 110,000 clicks on www.dosionair.de

- 2 million engagement actions related to user generated content (e.g. Facebook ‘likes’, comments and retweets)

- 420 million national gross contacts (e.g. FitForFun, TV Digital, NDR, Bif-FM)

- 200,000 product experiences through the sampling activities.

Sales fluctuation wasn’t measured during the campaign but increase over the coming years was assumed.