Havas PR won ‘Best Interactive’ at The Drum Out of Home Awards 2019 with its ‘Ecoparking’ campaign for Hyundai. Here, the agency reveals the challenges faced and the strategies used to deliver this successful project.
Today, plastic pollution has reached alarming levels. Hyundai, a brand that works to make its vehicles more environmentally friendly (for example, with its recent Kona Electric launch), devised an initiative to raise awareness pf plastic pollution and help to turn the situation around.
The objectives were:
• Reinforce brand values associated with ecology and respect for the environment.
• Strive for greater social relevance with an initiative that not only raises awareness but also has a positive impact on society.
• Raise awareness for the launch of the new 100% Electric Hyundai Kona.
In Spain, there is a monopoly on recycling. The system does include any incentives, instead deeming recycling to be an ‘obligation’ of all citizens.
Hyundai wanted to improve this system, so created ‘Ecoparking’. We chose a public car park located in the tourist destination of Sanxenxo, Pontevedra in Spain. This car park was chosen for its high exposure to plastics as a result of the overcrowding which normally occurs in the summer season.
We installed a special device where parking time was paid for by recycling plastic containers. During some wonderful beach-going days, Ecoparking users could park their cars right next to the beach in a pay and display car park, but with the added bonus of paying for their parking time by recycling plastic containers. For the first time in Spain, a brand rewarded users who recycled plastic containers and raised awareness in the process.
This campaign was a pioneering initiative which demonstrates that an automotive brand can have an impact on society, actively engaging users in caring for their local environment and generating significant awareness both nationally and internationally.
During the whole activation we developed content regarding the action that allowed us to generate engagement and encourage awareness of key issues. Video and content was also produced for distribution on YouTube, Facebook and Twitter. Moreover, with the aim of providing reach and online, we created a video teaser to introduce the initiative.
A special information stand with a team of coordinators - and the electric car present onsite - provided aid and assistance to potential customers about using the recycling and ticket exchange system. We created an audio-visual piece too, for digital broadcast communicating the initiative and invited local and national media to attend to raise awareness.
We devised a content and brand ambassador strategy reinforcing the environmental values that add legitimacy to the brand’s discourse. In addition, we sent out a press release for all media to promote the initiative.
Our parking spaces were occupied at all times, 10 hours a day. 102 cars participated in the action overall, 264 people participated directly or indirectly, 348 hours of parking, 424 bottles were recycled. An equivalent of 500L of plastic. Thanks to the excellent reception of the initiative, we managed to demonstrate that a car park like this can collect the plastic waste equivalent to the amount produced by 25 people in a year.
Social activity reach: 4.6M.
Campaign video views: 1.8M.
PR: 60 media outlets picked up the story, +€200,000 in earned media value.
Impact: The ‘Ecoparking’ campaign appeared in media titles including ‘Ads of the World’, ‘Adeevee’, ‘Publicinove’ and ‘IP Mark’ among others.