Bin the worst of 2011
FCC - Seasons Greetings
Issue 24 | October 2012
Agency
Shackleton
Creative Team
Executive Creative Director/Copywriter: Juan Silva Copywriter: Javier Iniguez Art Director: Alex Katz Digital Art Director: Teresa Nunez Digital Copywriter: Marina Fornet DM Art Director: Lucia Agudo
Production Team
Audiovisual Production Manager: Manuela Zamora Audiovisual Producer: Cristina Cortizas, Iraida Martinez 3D Video: Luis Yrisarry Digital Production Manager: Joaquin Garcia Morato Digital Frontend Programmer: Miguel Garcia Sanguino Digital Production: Gonzalo Fernandez De Cordoba Graphic and Event Production Manager: Itxaro Vicuna Graphic and Event Production: Susana Herraez, Jose Vicente Garcia
Other Credits
Marta Gutierrez, Arancha Cebrian, Joseba Irurzun
Date
December 2011
Background
FCC is a Spanish company that manages municipal services provided by the city, including waste collection.
The objective of this campaign was to ensure people knew who actually provides this service, bringing FCC closer to citizens.
2011 was the year that the economic crisis most noticeably affected Spanish citizens, on top of an unemployment rate of over 20% and risk premiums rising out of control.
FCC wanted to: - Leverage the year's farewell as an 'excuse' for the brand to communicate with the general public. - Communicate its new positioning 'FCC Citizens Services', much closer and committed to citizens' needs.
Idea
2011 was the year that the economic crisis most noticeably affected Spanish citizens, on top of an unemployment rate of over 20% and risk premiums rising out of control. Pessimism permeated all levels of society.
Taking advantage of the final days of 2011, FCC launched an initiative to encourage citizens to toss the worst of 2011 in the garbage bin.
Ordinary garbage bags became the advertising medium of the campaign. They printed 50,000 bin bags with words that citizens at the time didn't like at all and they distributed them door-to-door so that on New Year's Eve, people could symbolically throw away the worst of the year.
The campaign featured a video of the action, flat mailings, dimensional mailing to opinion leaders and a web where users could order real bin bags, toss virtual ones and share them on social networks.
“Bin the Worst of 2011” was an INHERENT campaign, because it is grounded on one of FCC’s most salient public service activities; waste collection, with the bin bags acting as the iconic elements of the campaign.
APPROACHABLE and EMOTIVE since it positions FCC as a company that is closer to citizens. “Citizen Services” counteracting the image of “Mega Construction Company” from its past.
IMPACTFUL thanks to the core idea and the way it has been executed: mail shot, microsite AND viral video stand out from the predictable and boring messages typical of this festive time of year.
Despite the difficult moments associated with the current economic crisis, the general public’s reaction to the campaign was POSITIVE.
Results:
Locals from the neighbourhood took part in the action and spontaneously became an integral part of it.
For one night, the bin bags that they threw away became the most effective campaign they could imagine.
- 52,937 views only on Youtube. 241% above objectives
- 40,000 views in the first 3 days.
- 9,000 bags were ordered on the web in only 4 days.
- The news quickly appeared on major media and most famous blogs. The estimated value of free publicity reached 42.789€.
'Bin the worst of 2011' reaches the maximum effectiveness with a minimal investment.