Title	NATIONAL ECO RACE
Brand	PI "UŽSTATO SISTEMOS ADMINISTRATORIUS" (USAD)
Product/Service	PI "UŽSTATO SISTEMOS ADMINISTRATORIUS" (USAD)
Category	D02. Use of Branded Content created for Digital or Social
Entrant	FABULA: RUD PEDERSEN GROUP Vilnius, LITHUANIA
Idea Creation	FABULA: RUD PEDERSEN GROUP Vilnius, LITHUANIA
Media Placement	FABULA: RUD PEDERSEN GROUP Vilnius, LITHUANIA
PR	FABULA: RUD PEDERSEN GROUP Vilnius, LITHUANIA
Production	FABULA: RUD PEDERSEN GROUP Vilnius, LITHUANIA

Name	Company	Position
Inga Tarasonienė	UAB Fabula ir partneriai	Project lead
Linas Migonis	UAB Fabula ir partneriai	Creative lead
Jurgis Ramanauskas	UAB Fabula ir partneriai	Head of Art
Laurita Čepelytė	UAB Fabula ir partneriai	Digital Project Manager
Mantas Vanagas	UAB Fabula ir partneriai	Digital Lead

Why is this work relevant for Media?

Lithuanian deposit system is very successful, but the (public) secret to its success is very practical - 10 cents returned for every bottle or can. So USAD decided to go further implementing its real mission and turn deposit system enthusiasts to eco-enthusiasts. Solution: National Eco Race - game app dedicated at improving public's knowledge about sustainable living, encouraging them to rethink their habits. Along with it, a whole Eco marathon started, which was supported by influencers, PR, OOH, digital and radio advertising. It became TOP1 game app in Lithuania and inspired 96% of the players to start living more ecologically.

Background

Lithuanian deposit system was introduced in 2016 and was implementing a public education program ever since, which aims to create and develop public environmental awareness by using non-traditional ways and means to actively involve and encourage the population to care for their environment and conservation of resources. It is meant not only to help change the attitudes and habits of the population, but also to create a clearer public perception that the system is not "working" for 10 cents return, but for more important environmental goals. The goal of the campaign - to change people behaviour and make a shift from being a deposit enthusiast to ECO enthusiast caring more about environment and ECO topics.

Describe the creative idea / insights (30% of vote)

Gamification approach was chosen. We created a mobile app game called National ECO race where players had to answer 600 questions related to the environment. Campaign CTA was "Become an ECO champion". The visuals and functionality of an app was linked to the name on the campaign relivering racing atmosphere for our users. The whole app experience was like a long ECO marathon that not only made players more ECO savvy but motivated them to play for ECO prizes. Within an app each user was able to create their own avatar. The fun single use packaging drawings were personalized and created an entertainment. To keep the player more entertained, we developed levels system. In each new level the player could get a new title and the chance to win even better prizes. Levels: ECO Sprinter, ECO Athlete, ECO Marathoner, ECO Veteran, ECO Champion.

Describe the strategy (20% of vote)

Since the campaign's goal was to influence public change in behaviour, and everyone can participate in the country's deposit system and contribute to responsible consumption, the target audience of this campaign was the general Lithuanian public of all ages. The first stage of the campaign was intended to promote the game app, meanwhile, the second stage aimed at maintaining the players and encouraging them to finish the game, at the same time attracting new players to join. The communication tools chosen were aimed at the highest reach possible, thus the following mix of channels was selected.

Describe the execution (20% of vote)

We launched communication campaign on Facebook, Google and Instagram. Radio clips and live games took place in 5 different radio stations. Well known influencer Mantas Stonkus was playing the game on Instagram; 3 articles were published in the media. A list of influencers received ECO bags with an invitation to install the game and become ECO champions. BOLT users could download an app scanning QR codes within a cab.

List the results (30% of vote)

96% of players answered positively that the game encouraged them to recycle more actively or take a greater interest in environmental topics. Main digital goal was to collect 20 thousand app installs, which ended up exceeding our KPI by 22% and becoming TOP 1 Lithuanian game app in Google Play and App Store. Facebook and Instagram ad campaigns reached over 800 thousand devices, generated approx. 6 million impressions and 1 million ad interactions. Google and programmatic ad campaigns reached more than 2 million devices and generated approx. 6 million ad impressions.