Why is this work relevant for Brand Experience & Activation ?

Brand experience is about influencing the feeling a customer has about a particular product or company name and this work definitely has a positive effect on customer’s feeling about WASHSWAT. As customers reuse the plastic bags, they feel much less guilty about using them. When it comes to brand experience, we believe, cutting back negative feelings that customers might have is just as important as creating the positive feelings.

Background

A plastic bag covers each clothes washed from the cleaners. This large plastic bag gets wasted as soon as it gets home. 400 million of plastic laundry bags wasted in a year. How can we prevent plastic laundry bags from being immediately wasted?

Describe the creative idea (20% of vote)

[Insight] 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. [Idea] 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 but it still did deliver the message that WASHSWAT cares about the nature to many potential and current customers through SNS and news.

Describe the execution (30% 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)

[Result] We saw less and less wasting of plastic laundry bags. And we saw neater residential streets when it came to recyclable trash. These changes have been spread to more people through the media and SNS. It took very little extra cost to transform disposable plastic bags into recyclable ones. But the change in perception from disposable to recyclable may just as well be priceless. -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%)