In 2003 the German government introduced a deposit for all drink containers, including cans. Sales of beverages in cans fell as a result and have only slightly recovered recently. To support and accelerate the market penetration and sales share, Bell Packaging Europe required a 360° degree marketing campaign, aimed at teenagers and young adults, promoting the use of cans over other drink containers.

The campaign objective was to increase the awareness of the importance of recycling for the environment, highlighting the high level of recyclability of cans and subsequently increasing sales and market share of canned beverages.

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.

Can recycling is not a hip topic for the average young adult. By encapsulating the facts in entertainment and creativity we made the topic more approachable and enjoyable. Not teaching them the facts but letting them discover in a light hearted way. The unexpected use of the product as a source of inspiration and the intensity of target group interaction made this event unique. By creating online buzz with music, sports and arts we made it easy for them to share and spread the facts and choose cans over other – equally easily recyclable – beverage containers.