In addition to the general awareness campaign, we also developed individual targeted campaigns for use in online and social media video ads, and on television. These campaigns segmented Manitobans into three distinct age groups: 18–24, 25–54, and 55+. We completed research on each demogrpahic to learn how to best share the right message and ultimately encourage recycling. Based on our research, we knew that each of these groups represented different objectives. Each group presented a unique opportunity to reach them in different ways because of a combination of demographic considerations like their age and how they like to consume media, and psychographic factors like what type of advertising will resonate most strongly with them. Our data showed that we needed to convince 18–24 year olds to recycle beverage containers, and to form good beverage container recycling habits. 25–54 year olds embrace recycling beverage containers, but we recognized that we need to encourage them to recycle even more beverage containers. Of all the age groups, those in the 55+ group tended to be the most avid beverage container recyclers, so we wanted to reinforce their already high rates of beverage container recycling.
Reaching the 18–24 Demographic
We used different tactics to speak to each of these audiences. For our youngest audience, we used humour and featured people their own age in our ads to demonstrate that recycled materials are valuable in a series of “transformation” TV ads. The ads showed that without recycled beverage containers, many household items would simply disappear. We also used 5-second YouTube ads for targeted quick-hit messages, and engaged influencers and local celebrities to spread our beverage container recycling message, and convince this audience.
Our experiential advertising efforts included placing a talking robotic Recycle Everywhere bin at colleges and universities throughout Winnipeg and at several malls. This tactic engaged our young demographic and our 25–54 demographic directly by literally having our brand come face to face with them and communicate directly. Our robotic bin approached people to talk to them about recycling, and asked those holding beverage containers to recycle them right then and there. This stunt allowed us to highlight that Recycle Everywhere’s presence of bins is everywhere they go, and that recycling is easy because our blue bins are so widespread.
Reaching the 25–54 Demographic
We introduced Manitoba to their new favourite recycling experts, Bernie and Gracie the raccoons. Bernie and Gracie appeared on television in a series of commercials entitled, Meet the Neighbours. Bernie and Gracie showed up at people’s doors after rummaging through their trash to point out all of the recyclable beverage containers that almost ended up in a landfill. Bernie and Gracie encourage our audience to recycle even more beverage containers than they already do, and make this particular segment’s optimistic estimations about their recycling behavior a reality.
Bernie also appeared solo on social media and online videos in a spot entitled, Bernie’s Mailbag (youtube.com/user/RecycleEverywhere). This eight-part weekly series appeared on the medium where our segment spends significant amounts of their time, and features Bernie answering some of the most commonly asked recycling questions, or addressing common misconceptions. Bernie’s fun-loving personality helps to illustrate how easy and effortless beverage container recycling is, and encourages this segment to Recycle Everywhere.
Reaching the 55+ Demographic
To reach our oldest demographic, we knew we needed something that would resonate with them on an emotional level to reinforce their beverage container recycling behaviours. We also found from research that this older demographic is more likely to pay attention to longer advertising narratives, and remain engaged to hear the full story. By happy coincidence, we heard about a young boy out in Victoria Beach who was making a big impact in his community by helping his fellow cottagers recycle. We knew this was the perfect heartfelt story that our 55+ demographic would love, so we created a series of ads entitled Bennett’s Bike.