Dansk Retursystem needed a new identity and a launch campaign that would help the Danish people welcome their latest initiative - fully automated bottle return stations where all collected bottles and cans can be returned at once and all "pant" refunds are returned directly to the citizens' bank accounts. The challenge was that every station launched staggered in more than 8 cities with different demographics to boot.
We developed the "Pant på vejen" (return your bottles on the move) concept that introduced the bottle return stations as an attractive alternative to the typical supermaket solutions: Just put the bottle sack in your car and get rid of it at once on your way to work, shopping or leasure activities. The campaign was targeted towards citizens within a radius of 10 kilometers of the new bottle return stations and ran across print, audio, outdoor and direct mails distributed to every single house hold. In addition there was extensive targeting through facebook, adwords and banner ads. The result was that every citizen was exposed to the campaign more than 15 times on average within a live date of three weeks.
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