Waste could be worth gold in August

Campaign objective:

MOHU has recently implemented significant developments in the waste yard network: a unified system, more types of waste that can be dropped off, longer opening hours and free services available nationwide. The goal is for as many people as possible to learn about and use modern facilities, as this way waste can return to the cycle, reducing the amount of landfilling and promoting a more sustainable future.

Message:

Your waste is now worth gold!

Creative concept:

The campaign focuses on a golden trash can, which is a place to collect worthless items and valuable rewards symbolizes the contrast. The iconic object will appear in 12 waste yards in August, where visitors can win weekly prizes or up to 250,000 forints by dropping off waste and scanning the QR code.

“We started from the realization that there are still many questions in the minds of the public about waste yards. We knew right away that we needed an idea that would really move people – not just a promotion, but a real activity that would involve, make them think and encourage them to take action. International trends also show that campaigns that do not pursue lofty ideals, but offer tangible value and put the service or product itself at the center have come to the fore again. This is what the Golden Bin does: it sends an attention-grabbing and symbolic message that waste can be valuable if it is put in the right place.” – Rita Alberti, Creative Director, Republic Group

“The Golden Bucket concept perfectly suited our objectives: a fresh, attention-grabbing solution was created that makes circular economy tangible for the public. We have also experienced in our other business lines that simple, one- or two-step prize games are the most popular, which is why we chose an easy-to-understand mechanism. We are pleased to implement a spectacular yet value-creating campaign together with Republic.” – Rita Molnár-Bencze, Marketing Communications, Insight, Retail Partnering Manager, MOL Group

Elements of the campaign:

• National online promotion
• Local outdoor surfaces
• Radio
• Banner campaign
• Ambient solutions for scrap yards
• Influencer collaborations

Extra interesting fact:

One of the first stops of the campaign was the Republic office, where the team tried out the Golden Bin mechanism themselves. They handed in all the office waste that they had stored on the basis of “it will be good for something else” – in this way they personally joined the cause of circular economy.

More information about the game and the prizes can be found on the mohuaranykuka.hu page.