The Brief

SHK East Point City is one of Hong Kong's top environmentally-friendly shopping malls, and they wanted to spread the green message to their consumers during the Chinese New Year seasonal period. 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.

Describe how the promotion developed from concept to implementation

SHK East Point City wanted to promote an environmentally-friendly outlook, but in a way that people could experience hands-on. So we created The Instant Newspaper Recycler - which takes a very common household waste product, and gives it a second life by converting it into beautiful wrapping paper for Chinese New Year. It perfectly brings to life SHK East Point City's philosophy that eco-friendly practices can be simple and easy to achieve.

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

Gave out 3600 sheets of our recycled newspaper. People queued up for hours to get a chance to use the machine. Broadly covered on local and international media, resulting in approximately HK$1 million of free publicity for SHK East Point City.

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

By creating The Instant Newspaper Recycler, the strength of the creativity is in how a silk-screen technique can totally transform people's perceptions of old newspaper as useless and junk into something useful and beautiful. We also made recycling simple and fun and into an activity that people enjoy doing. It helped to reinforce SHK East Point City's own eco-friendly philosophy to consumers.