Dhaka is a densely populated city of 15 million people, where no one cares about recycling. The result? A polluted city making to the innumerable lists of the ‘worst liveable cities in the world’. Coca-Cola Bangladesh wanted to create talking point around the topic and infuse the habit of recycling among the people.
Recycling is a habit and it’s never fun. So, the only way we can bring positive change is by enticing people into the habit.
Recycling is a habit and it requires a change from the regular behavior. However, youth has always been the torch-bearer for any change and when the median age of the people of Bangladesh is 23 years, who can be the better target audience to bring such a change. Every Bangladeshi youth has the experience of playing games on the arcade machine. With limited access to television and entertainment, Arcades were the only option for the audience for a 'pressure release' and exploring momentary happiness. We used this as the hook to attract them to actively participate in recycling.
We retrofitted 6 Machines in 6 Locations, where the change leaders go the most. The arcade machines had 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 taking care of the environment. The whole activation was shot to be used for an 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.
In just the first week, 1860 bottles were collected. Over 3,000 people were reached with our messages of recycling and taking care of the environment. The activation is now being extended into the second week of June. The internet video was viewed 15K times just in 5 days. It’s also spreading fast on social media. To begin with, it has started trending in Twitter, made place in advertising age, the fast company, creativity online, design taxi, etc. The “Sustainability Vocals” have also picked it up and started spreading the message.
- 1860 bottleswere collected in just the first week
- Over 3,000 people participated
- 150,000 viewsin first 15 days
- Brand Stars Grand Prix
- Ad Stars Silver
- Print Crystal