Title	PROMOTING AWARENESS AMONG PORTUGUESE TEENAGERS OF THE NEED TO RECYCLE
Brand	AMB3E
Product/Service	RECYCLING OF ELECTRIC AND ELECTRONIC EQUIPMENT WASTE
Category	D01. INTEGRATED CAMPAIGN LED BY PR
Media Agency	UM Lisbon, PORTUGAL
PR Agency	HILL & KNOWLTON PORTUGAL Lisbon, PORTUGAL
Entrant Company	HILL & KNOWLTON PORTUGAL Lisbon, PORTUGAL

Name	Company	Position
Teresa Figueira	Hill/Knowlton Strategies Portugal	Managing Director
Nuno Leite	Hill/Knowlton Strategies Portugal	Account Director
Joana Correia	Hill/Knowlton Strategies Portugal	Account Manager
Marlene Martins	Hill/Knowlton Strategies Portugal	Senior Account Executive
Bruno Ribeiro
Duarte Durão	Nossa	Managing Director
Júlia Gouveia	Hill/Knowlton Strategies Portugal	Junior Account Executive
Arve Overland	Hill/Knowlton Strategies Portugal
António Martinez	Hill/Knowlton Strategies Portugal	Director
Gonçalo Gil	Forum Estudante

The Campaign

We were challenged by Amb3E to redesign its annual communications campaign for its main audiences - teens and schoolchildren - to promote awareness of the need to recycle electric and electronic equipment. To this end, we created a PR campaign based on social and environmental responsibility: “POW-Give POWer to the Electron.” The project took the form of a web platform, a YouTube channel, and necessitated us managing the contents of the Amb3e Facebook page, engaging three strong and popular ambassadors as well as two governmental stakeholders. We also developed a tailored media investment/partnership component with broadcasting channels most popular with our target groups and a roadshow through Portuguese schools. The aim was to get teenagers involved and engaged: creating and sharing videos that call for action and alert others to the need to recycle electric and electronic equipment. During the three phases of the campaign - between September 2013 and June 2014 - the project managed to achieve 574 overall video submissions (which account for 3,74 hours of content produced and 1.464,27 hours of visualized content); 26.069 visits to the website; 120.157 hits and 8.804 likes on YouTube; 127 schools visited during the roadshow; a 30,9% increase on Amb3E’s Facebook fans and 369 promotional spots on the media partners.

The Brief

Whilst having to adapt themselves to the overall budget constraints, it was needed to dissociate themselves from the previous campaign by creating a new way of engaging with its main targets: teens and the school community. Plus, the campaign also had to engage with two Governmental stakeholders: IPDJ and APA (the one that gives Amb3E its license to operate). Therefore, communications goals for 2013/2014 were to maintain awareness, a reasonable number of contacts with schools and creating new ways of reaching the targets in order to be less dependent from the school community while reducing the cost per contact.

Results

Overall results are: 574 video submissions, which account for 3,74 hours of content produced and 1.464,27 hours of visualized content; 26.069 visits to the website and 66.356 pageviews; 400 schools reached, 127 of these by the roadshow; Over 120.157 views on YouTube with 8.804 likes; 8.588 Facebook fans (+30,9%) and 4.804.294 impressions; 252 promotional spots on television and 117 promotional spots on the radio through the media partners; Based only on visits to the website, cost per reach was lowered to 7,3€/person.

Execution

The campaign began in September 2013, had three different phases and ended July 2014. Teenagers were challenged to create and upload videos on POW’s web-platform and YouTube channel. The videos had to have between 30s and 1m, to call and alert to the need to recycle electronic waste. Each phase had a motto: “Give POWer to the Electronic Waste at your place!” (phase 1), “Give POWer to the Electronic Waste that puts your world in danger!” (Phase 2), “Give POWer to the Electron and recycle your Electronic Waste!” (Phase 3). The 20 most liked videos per phase were shortlisted and the three best were chosen by a jury with an element from Amb3E, APA, IPDJ and the ambassador. All wan prizes. Visibility was granted through digital media plan and media partnerships with a Portuguese television channel and radio station. Each phase had an well-known ambassador and a roadshow on schools.

The Situation

We were challenged by Amb3E to redesign its annual marketing and communications campaign. The previous project had a huge dimension and investment being physically in hundreds of schools, finishing with a 1200 people event. Amb3E, being a non-profit organization specialized in the recycling of electric and electronic equipment, needed a new national awareness campaign to address its target: teenagers. Moreover, it was felt the need of maintaining the mix of disciplines that they had been using and creating a campaign that was driven by the engagement with its stakeholders but with much lower budget.

The Strategy

Taking into consideration the profile of most kids nowadays as well as the budget, we decided that we had to come up with a project that would engage them with a very low cost per reach and a brand that would be highly appealing. Looking at Amb3E as a brand it doesn't fit with its target and the engagement goals that we wanted to achieve. Therefore, we felt the need to create a whole new brand, more appealing to the teens, that would resonate with their language: POW_Give POWer to the Electron. We have decided to concentrate its efforts on a digital strategy that would allow the kids to be the ambassadors of Amb3E's message while at the same time rewarding the best ones. Nonetheless, visibility would still have to be granted by traditional marketing channels due to the engagement that was needed from institutional stakeholders.