Coca Cola recycling campaign
A case study.
Recycling is an important topic today. Proper waste separation is a crucial step towards reducing environmental pollution. Coca Cola European Partners Belgium (CCEP) wanted to increase awareness about recycling and motivate people to dispose of their waste correctly. They were looking for an innovative way to make recycling more attractive and rewarding.
How can we help?
CCEP decided to develop a fully automated trash bin that promotes and rewards recycling. For the technological support of this system, Coupontools was brought on board. We were very excited when CCEP approached us to contribute to their recycling campaign.
How did we solve it?
Coupontools provided the technological system for the trash bin. The system worked as follows: when someone disposed of a Coca Cola bottle or can in the automated trash bin, a QR code appeared on the bin’s screen. The person could scan the QR code and received a ‘Scratch & Win’ coupon, which offered a chance to win a movie ticket. If the player won a ticket, basic details were requested to receive the prize. The ticket was then automatically sent to the winner’s email address.
Although not every user won a prize, the chance of winning was a significant incentive to dispose of bottles and cans correctly, thereby promoting recycling.
Campaign approach
Although not every user won a prize, the chance of winning was a significant incentive to dispose of bottles and cans correctly, thereby promoting recycling.
The approach was to reward desired behavior with a fun game, an experience, and in some cases a prize. This was a huge motivation for people to dispose of their waste correctly. It was a typical Phygital campaign: the automated trash bin was located at a physical venue, namely a festival. People who deposited their cans and bottles received a digital ‘Scratch & Win’ coupon with a chance to win a prize. A digital experience was consciously chosen because it is better for the environment and offers more opportunities for enjoyable experiences, data collection, and participation analysis.
What are the results of the campaign?
The recycling campaign by Coca Cola European Partners Belgium was a great success. The innovative approach of rewarding recycling with a fun and interactive experience led to a significant increase in the number of correctly disposed bottles and cans. The digital approach allowed for valuable data collection and participation analysis, which can improve future campaigns. Additionally, the campaign contributed to raising awareness about recycling and encouraged people to manage their waste responsibly.
The collaboration between CCEP and Coupontools demonstrated that technological innovations can effectively be used to encourage and reward environmentally friendly behaviors.
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