This week I continue the theme of an in-depth look at one brand or campaign. Specifically, a Greenpeace recycling campaign review.
Greenpeace Australia recently developed a new campaign promoting the National recycling scheme, in the process targeting beverage manufacturers such as Coca-Cola Amatil who are opposed to the scheme.
Phase 1 – Mar 2013
Full page print ads were developed and run in Fairfax newspapers. Upon typing in the web address www.stoptrashingaustralia.com, users were redirected to the Greenpeace Australia website,
This coincided with Coca Cola taking the Northern Territory Government to court over the Territory’s ‘Cash for Containers’ scheme. In Mar 2013, A Federal Court initially ruled in favour of Coca Cola. However, after examining legal loopholes and with further months of negotiations, the government eventually won the court ruling over Coca Cola. The 10c deposit refund scheme is once again running in the Northern Territory.
Phase 2 – May 2013
A 45 sec TVC was developed entitled ‘Stop Coca-Cola trashing Australia’, as seen below. It shows people enjoying bottles of Coca Cola by the beach, followed by seeing sea birds dropping out of the air. It then shifts to a close up of the birds showing that they have consumed a large amount of plastics.
The major free to air television networks declined to air the TVC, claiming that it was offensive to their viewers. The TVC was posted on the Greenpeace You Tube channel, as well as to their Twitter account.
The resulting PR and media coverage no doubt drove additional interest in the TVC. To date the TVC has had over 1.4M views on You Tube.
Phase 3 – Aug 2013
Whilst Phase 1 & 2 were primarily targeting socially and environmentally conscious consumers, in Phase 3 Greenpeace decided to target Coca Cola users more directly.
When users attempt to click on the ‘Refund my 10c icon’, the icon keeps moving away from the cursor and they are unable to click on it. If they then click on the ‘Having problems, click here’ icon they go through to a new page that explains that it is a joke. They are then encouraged to take action. If they then click on the Take Action icon, they then go the Greenpeace website to sign the online petition.
This was reposted on their Facebook page, with strong encouragenment for followers to share and repost, as seen in the posts below.
The Greenpeace Australia Pacific Facebook Page, as of today has 47,054 Likes and 10,704 people talking about this. This equates to an Engagement rate of 22.7% which is very positive.
Greenpeace Facebook Post
As seen below, many Greenpeace Australia Twitter followers were sharing and reposting the links and contents on their Twitter pages, using the hastags: #CokeRefunds, #cokerewards, #Cash4Containers and #stoptrashingaustralia as well as the official twitter accounts: @GreenpeaceAustP and @Coca Cola
As the campaign has gone from Phase 1 through to Phase 3, the digital marketing content has gotten better and better. Most noticeably in the areas of:
1. Easily Shared. The initial print ad in a newspaper is more difficult (or requires more steps and effort) to share than the TVC and Cokerefunds website link.
Wisely, Coca-Cola at this stage appear to have decided against taking any direct legal action against Greenpeace for using the Coke trademark.
2. Interactive. The Cokerefunds website with encouragement to click here for the recycling 10cent refund is far more interactive than the static print ad or the ‘Stop Coca Cola trashing Australia’ video.
3. Relevant & Timely. The plight of an unfortunate bird choking on plastics is maybe not as relevant to the day to day situation of someone who drinks Coca Cola and is expecting to get a 10cent refund on their recycling bottle.
4. Fun. It is amusing watching someone trying to click on the 10cent refund icon on the cokerefunds website vs looking at the stomach contents of a dead bird.
5. Unique. We have become almost immune to supposedly shocking images like that of the dead bird as they have become increasingly commonplace. By contrast, the parody of the coke website with the moveable 10cent refund icon is more unique.
by Konrad Markham
Tips for Improving Digital Marketing
On a separate subject, I shall be speaking at the following event in Sydney on Oct 24, 2013. China Digital Marketing and Social Media Summit, L’Aqua, Darling Harbour.
Specifically, on how Imported wine brands are successfully using Digital Marketing and Social Media as part of their Marketing mix in China.
Currently I am freelancing on Digital Marketing projects with Evergreen Advertising & Marketing in Melbourne, Australia. Evergreen specialise in Advertising & Marketing to Seniors, Boomers, 50+ and mature consumers.