Wanted: Ocean Plastic
Media associated with this campaign
Overview of this campaign
FINNs brand promise is to give people the opportunity to realize dreams and do something smart for themselves and society. We love secondhand and everything that has been used before. Somethings however is used up. More than 15 tons of plastic is dumped into our oceans every minute. Today there are a quarter of a kilo of plastic in the ocean for every five kilos of fish. If we continue this development, there will be as much plastic as fish in the ocean in 33 years, according to researchers. We wanted to see if we could contribute a little to the cleanup - by making a marketplace for ocean plastics. Maybe it helps with a kind of deposit system?
We believe that brands can be activists and we want to engage our consumers in responsible consumption and help life below water. Norway is one of the countries in the world with the longest coastline. The problem is real for most Norwegians and it is crucial that we act now.
At the beginning of June 2017, we therefore published an Ad on FINN: Wanted - Ocean plastics. Asking people to collect and sell ocean plastics. Then we sent 6000 sacks around the country and asked people to fill them with plastic waste from the sea. And if they returned the bags for recycling and sent us a picture of it, they received 100 NOK in payment for the job. After just 3 days we run out of bags. We decided to challenge other brands in the activity and asked our friends in Storebrand (a Norwegian bank og insurance company focusing on sustainability) to participate in the cleanup. They agreed and printed and shipped 2500 more bags during the summer. Ikea called us and wanted to contribute and they helped by putting up containers where participants could drop their bags filled with sea plastics.
Results for this campaign
We had a reach on over 1 mill. persons (20 % of population) on Facebook and Instagram with a spend on only 5000 euro.
Engagement rates on 5 %
90.000 visited the FINN ad
6.000 bags was “ordered” in 6 days.
Sigificant change for the brandtracker from 43% to 57%. Question: FINN.no is innovative and early to adopt smart solutions. Highest score among young people YoY.
More details described in the casefilm attached