According to Statistics Finland, over 4,5 million finnish people preserve used electronics in their homes. Outdated electronics are seen as waste, even though the products contain valuable natural resources. The circular economy service RePOWER of Power Finland encourages consumers to bring them used but usable electronics to be recycled by paying a refund.
As a part of our continuous partnership a marketing communication concept and a yearly plan were created for the RePOWER service. As the goal is to increase the value of electronic waste, the main message of the RePOWER service was formulated as: Don’t store your old devices. If it’s electronics, we’ll pay for it.
One of the year 2023 achievements was the E-Waste Day event which took place in the 14th and the 15th of November. The event challenged the concept of electronic waste.
ELECTRONIC DEVICES RECYCLED IN TWO DAYS
SERVICE USAGE COMPARED TO A NORMAL WEEKEND
EVENT PAGE VISITORS IN TWO DAYS
THE BIGGEST REFUND FOR ONE CUSTOMER
The E-Waste Day campaign
raised awareness and activated consumers in the front page of Helsingin Sanomat and in social media, stores and deserved media. During the E-Waste Day weekend almost 4000 electronic devices were recycled. Compared to a normal weekend, more than ten times the amount of refunds were paid. In the biggest stores, the recycling service was used hundreds of times.
In line with the campaign’s message, one lucky customer turned their waste into gold, as they won a 600 euros golden bullion made of electronic waste. The campaign was on display in 3 publications of earned media.
The continuous partnership
The cornerstone of the partnership is the communication strategy created by Fabrik, which makes communication goal-oriented and measurable. Service design methods were used to identify the development points of the RePOWER service. The next step is to extend our cooperation to the Employer Image project to develop and manage corporate culture, employee experience and employer image.
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Communication Strategist, Partner