Results and Effectiveness

Over the two days that the Instant Newspaper Recycler was set up, we gave out 3600 pieces of new wrapping paper to consumers both young and old. The result was a 35% increase in consumer traffic, which drove mall sales traffic to a high over the weekend promotional period. The event was then covered extensively on social media and widely shared on Facebook and Twitter, appearing on over 76 online news outlets, which helped sustain its positive impact and. It eventually resulted in an average of HK$1.5 million earned media and over 3,000,000 page views.

Creative Execution

The Instant Newspaper Recycler was set up in SHK East Point City from January 25-26, 2014. Social network and on-site promotion helped to spread the event to SHK East Point’s target audience. On the day itself, we situated a person inside our recycling machine, so when consumers put their old newspapers in, they were collected, and instantly silk-screened over with eco-friendly ink to become new wrapping paper. The designs of the prints were specially made so that the prints of the old newspaper still showed through within the gaps in the design, making sure that every piece of new wrapping paper that we gave away was totally unique.

Insights, Strategy and the Idea

As this was an awarenss campaign, the target audience was the general public: both existing and new customers. Environmental awareness campaigns can be quite serious, but our strategy was to take a fun and unexpected approach to recycling by creating the innovative The Instant Newspaper Recycler. The aim was to show consumers that green efforts can be easy, simple and fun.