The Brief

To raise the profile of SIGG bottles as environmentally-friendly reusable bottles.

Describe how the promotion developed from concept to implementation

We built an actual working vending machine in the heart of Tokyo. If you trade in : 3 empty cans or plastic bottles → Get 1 small SIGG Bottle 5 empty cans or plastic bottles → Get 1 large SIGG Bottle We promoted the campaign on the street, using aliens to deliver a warning about our wasteful behavior. Fliers were printed on a recyclable plastic bag, so people could use our flier to pick up and then cash in actual trash.

Describe the success of the promotion with both client and consumer including some quantifiable results

150 SIGG bottles sold out just in 2 hours. And 1,000 cans and plastic bottles were removed from the neighborhood. The campaign went viral on the Twitter timeline, and made headlines on various news sites. Thereby contributing to raise the brand profile.

Explain why the method of promotion was most relevant to the product or service

Japan has the highest number of vending machines per capita in the world. People are addicted to the convenience of throwaway cans and plastic bottles. Also, we chose the Tokyo’s Shibuya area for our promotion, the area known for its massive street trash, thus thought removing empty cans and pet bottles would become the talk of the town.