Why is this work relevant for Direct?

We used a plastic bag covering clothes washed from the cleaners as a new channel to deliver our message to customers. Which means this plastic bag goes to the customer directly, even if this customer used WASHSWAT only once.

Background

A plastic bag covers each clothes washed from the cleaners and this large plastic bag gets wasted as soon as it gets home. 400 million of plastic laundry bags wasted in a year. We wanted to prevent plastic laundry bags from being immediately wasted.

Describe the creative idea (30% of vote)

We found a solution by looking towards another common problem in Korea. In Korea, there is a recycling system, for bottles, cans, and plastic. but the problem is that a lack of standardized bags means disorganized residential streets. Therefore we changed the plastic laundry bags so that the bottom can be tied up, and printed phrases encouraging the reuse of these plastic bags when taking trash out. It’s very simple to use. Take it off, flip it, collect, tie it and take it out.

Describe the strategy (20% of vote)

First of all, we had a very tight budget. Second, when it came to washing technique differentiating was almost impossible. Therefore we had to come up with a campaign with low budget but still effective on customers perception of the brand, WASHSWAT. The plastic bag idea costed almost nothing since the company needed to make those plastic bags anyway and it did deliver the message that WASHSWAT cares about the nature to many potential nature-loving customers through SNS and news.

Describe the execution (20% of vote)

The campaign kept going on for 2 months, from 9th April to 9th June. We provided the reusable plastic bags for free from 10 WASHSWAT stores and 10 thousand plastic bags were used up per month on average.

List the results (30% of vote)

We saw less and less wasting of plastic laundry bags and neater residential streets when it came to recyclable trash. -10,000 sheets released in a month. -74% increased Reusing. Based on 500 WASHSWAT customers. Before the campaign: Waste it (82%), Reuse it (18%) After the campaign : Waste it (8%), Reuse it (92%)