2021 Brand Experience & Activation

ELECTRIC WASTE FC

TitleELECTRIC WASTE FC
BrandRECUPEL
Product/ServiceCOLLECTION OF OLD HOME APPLIANCES
Category C03. Exhibitions / Installations
Entrant MORTIERBRIGADE Brussels, BELGIUM
Idea Creation MORTIERBRIGADE Brussels, BELGIUM
Media Placement TELENET Mechelen, BELGIUM
Additional Company FAST FORWARD EVENTS Gent, BELGIUM
Credits
Name Company Position
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