| Title | ELECTRIC WASTE FC |
| Brand | RECUPEL |
| Product/Service | COLLECTION OF OLD HOME APPLIANCES |
| Category |
C01. Guerrilla Marketing & Stunts |
|
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Media Placement
|
TELENET Mechelen, BELGIUM
|
|
Additional Company
|
FAST FORWARD EVENTS Gent, BELGIUM
|
Credits
| Joost / Philippe / Jens Berends / De Ceuster / Mortier |
mortierbrigade |
Creative Directors |
| Nicolas Gaspart |
mortierbrigade |
Copywriter |
| Fred Zouag |
mortierbrigade |
Art Director |
Why is this work relevant for Brand Experience & Activation?
Our approach created tons of awareness and activated Belgians to recycle their broken appliances.
Background
Overconsumption...
The 21st century’s disease.
People like to buy stuff. A lot of stuff
And the Earth’s natural resources
Are not unlimited ...
But there is a place where we can find all the necessary rare metals:
inside broken electrical appliances.
Unfortunately, 9 million of them are currently inactive in Belgian homes.
Describe the creative idea (20% of vote)
So, on Sunday April 18, we woke all these appliances to fill a place that has remained totally empty for months due to covid 19
A Football stadium.
Describe the strategy (20% of vote)
Recupel partnered with The Belgian football champion Club Brugge to turn this negative situation into 90 minutes of awareness on prime time TV.
Televising the game supported by our appliances
Describe the execution (30% of vote)
Recupel partnered with The Belgian football champion Club Brugge to turn this negative situation into 90 minutes of awareness on prime time TV.
Televising the game supported by our appliances
List the results (30% of vote)
It became the topic of the most popular Belgian tv satire.
Showing football fans who disguised themselves as electric appliances desperately trying to get into the football stadium.
Bruges won the game. And so did Recupel:
Our special supporters conquered the heart of the entire country.
With an awareness score of + 34 %
thanks to 250.000 € of earned media and 9.200.000 impressions
and an increase of 12% in collected broken appliances.
RECUPEL 1 – Electric Waste FC 0