PAY BY PLASTIC

TitlePAY BY PLASTIC
BrandUNILEVER SRI LANKA LIMITED
Product / ServiceLEVER AYUSH
CategoryG04. Social Behaviour & Cultural Insight
EntrantWIDE VISION SOLUTIONS (PVT) LTD Kaduwela, SRI LANKA
Idea Creation WIDE VISION SOLUTIONS (PVT) LTD Kaduwela, SRI LANKA

Credits

Name Company Position
Prageeth Wimalarathne Wide Vision Solutions (PVT) Ltd Creative Director
Jayalath Kodikara Wide Vision Solutions (PVT) Ltd Operations Manager
Gayathri Thuduhena Wide Vision Solutions (PVT) Ltd Account Manager
Chamara Senarathne Wide Vision Solutions (PVT) Ltd Operations Manager
Krishanth Sivanu Wide Vision Solutions (PVT) Ltd Graphic Designer

Why is this work relevant for Brand Experience & Activation ?

Lever Ayush is a new product in beauty and personal care category introduced by Unilver Sri Lanka, a renowned FMCG company which provides a wide range of products with more scientific touch. It’s key competitors are well established therefore creating a positive brand image and strong brand personality was pretty much important. Our whole campaign was based on creating awareness and giving brand experience to our target audience. We identified that sampling is the best possible way to convey this message to a mass audience.

Background

Lever Ayush is the newest addition to the brand portfolio of Unilver Sri Lanka, a product with a purely ayurvedic touch and this addition is getting away from the more scientific product base of Unilever. It is a brand which is on the beauty and personal care category with the full range from tooth paste, face wash, soap to shampoo etc. The brief was to introduce this product to mass consumer with a sampling operation. Our objective was to create this top of mind awareness with a strong recalling memory on consumer’s mind and build a positive brand image.

Describe the creative idea (20% of vote)

We created a “Pay by Plastic” offer, converting plastic into currency and enabling visitors to purchase Ayush products in exchange for their plastic waste. There is a cultural impact of this location which was highly followed by sri Lankan two generations ago. They followed number of rituals while climbing this scared mountain. But with the busy life styles of new generations, most of those rituals are no longer exist. One such was carrying a bag with the stuff they want for this journey. And they used this bag to bring back all their waste on their way back. Based on the insight of negatively evolved pilgrims – traditionally they protect the nature now they’re not. And there is nobody to tell them or make them realize this. We used the same for our activation and we gave an eco-friendly bag for every traveler to

Describe the strategy (20% of vote)

Consumer Profile Geographic Profile – Lever Ayush is available island wide with the full range of personal care products Demographic Profile – all consumers with no age or gender discrimination Psychographic Profiles – People with high intention on natural products and people who always try to buy the best for the amount they spent. Behavioral Profile – People who are loyal to one brand and prefer that to be best Approach Education – We educate the consumer environment and its important Awareness – We made our consumers aware on the importance of protecting our mother nature Experience – Being a new brand which highly incorporated with nature we offered our consumers the brand experience in remarkable way. Engagement – We thought out of the box and got away from being just another cleaning program. We induce people to clean their waste by them own and protect our mother nature.

Describe the execution (30% of vote)

1. We created a unique exhibition stall of 30 x 50 space with eco-friendly materials at the very beginning of the Sri Pada mountain 2. Professional team demonstrate the importance of Sri Pada bio diversity environment and why we need to protect it 3. We distributed them a eco-friendly bags and ask them to collect their plastic waste to that bag and give them to us while they return 4. We exchange the plastic they bought with Ayush products based on our price list. 5. Knowledge on the brand and its relationship with the nature communicated via our instructors. This strategy went about in a way that protected the environment and rewarded visitors for their good deeds.

List the results (30% of vote)

While there are no direct monetary results of this activation due to its sampling nature, the actual results were quite astounding – some measurable and many immeasurable ones too. And it is in fact the immeasurable results that we are most honored to have achieved. For instance, our initial educational aspect of the activation excited travelers so much that many went an extra mile collecting more plastic than they consumed, helping to further protect the environment. Here are some of the measurable impacts of the Pay by Plastic activation: No. of Days Campaign ran: 60 days Budget: under US$ 35,000 People Reached: Over one million people No. of Samples Issued: 300,000+ Plastic Waste Collected: 5460 m3 of plastic, including over 500,000 plastic bottles We took this as an initiative and we are in our process to make this a reality in upcoming seasons as well.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

As we mentioned on the earlier part of this written explanation, few decades ago climbing Sri Pada Mountain was a pilgrimage but with the life style change of people now it has become more of an adventure journey than a pilgrimage. In our ancient days our ancestors used to worship trees and protect the mother nature as much as they can and they always used eco - friendly materials for their day to day lives yet this behavior is no longer exist and people are getting away from nature as well. We wanted to create a behavioral change and make people realize that we are the true protectors of the nature and what we give to it will be gifted for us in return

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