Circular economy is a lofty concept that is far removed from the everyday life of an average consumer. A group of companies and organisations within the Finnish chemical and energy cluster wanted to create awareness for the potential of circular economy and the production of renewable fuels among Finnish consumers. To be successful, we needed to make recycling and circular economy easy to understand by creating an inclusive demonstration of its meaning and potential.

In addition to creating environmental awareness, we wanted to increase industry reputation and promote the know-how of the Finnish chemical and energy cluster as the country’s number one growth sector. At the same time, we wanted to introduce Neste’s new 100% renewable diesel to consumers in an inspiring way to support its official launch, which would follow in January, right after our Christmas campaign.

Buzz around the activation was kicked off early in October and continued all the way over Christmas through extensive PR. As many companies were involved in the activation, owned and earned channels were at the heart of the promotion.

A unique campaign infrastructure was set up by the participating organizations. Two and a half weeks before Christmas, collection points for households’ leftover ham fats were set up in 18 towns across Finland at grocery stores and petrol stations, while bloggers, media and consumers continued to spread the message.

The activation peaked on the day before Christmas, when most Finns bake their hams. Visibility was secured across television, radio and digital channels to maximize participation.