Season’s Greetings
FCC (Citizens Services)
Issue 26 | March 2013
Agency
Shackleton, Madrid
Creative Team
Executive Creative Director: Juan Silva Copywriter: Cristina López Art Director: Cristina Álvarez Digital Copywriter: Ana Amor Digital Art Director: Beatriz Rodriguez DM Copywriter: Fran Castro DM Art Director: Lucia Agudo
Production Team
Audiovisual Production Manager: Manuela Zamora Audiovisual Producer: Cristina Cortizas Editors: Paloma Martín, Juan Gama Digital Production Manager: Gonzalo Fernández de Córdoba Digital Producer: Rodrigo Menéndez Graphic & Event Production Manager: José Vicente Garcia
Other Credits
General Manager: Marta Gutierrez Account Manager: Arancha Cebrian Account Supervisor: Joseba Irurzun Account Executive: Abel Martin
Date
December 2012
Background
FCC is a Spanish company that manages municipal services, including waste collection.
Normally invisible, they saw Christmas as an opportunity to engage with the general public and communicate their commitment to sustainable development as well as generating a sense of belonging among employees.
Idea
It was not an easy year in Spain but FCC wanted to show that with a little imagination and a sustainable attitude, anything is possible.
A group of experts was brought together to build toys using rubbish, stuff thrown away by homeowners and collected by FCC.
Ten different prototypes were designed and made, which FCC employees and volunteers copied to make over 1,000 toys from recycled waste.
An internet spot launched the initiative, driving traffic to www.fromtrashtotoy.com where the toys could be ordered, free.
The website showed the toys, gave instructions on how to make them and provided a video showing the phases of the initiative: design, manufacturing, preparation and the workshops at FCC’s office.
An original mailing was sent to opinion leaders to communicate the initiative and therefore increase its reach.
Results
More than 1,000 toys were manufactured. All were taken within 48 hours.
The website received over 18,000 visits and the campaign obtained huge media coverage on national TV, in newspapers, online media and social networks including 433 tweets impacting 214,531 users.
Our Thoughts
Direct mail and digital channels are natural bedfellows. The crucial part the mailing played here was in getting journalists to talk and to write about the initiative. In addressing just 100 people, you can reach millions through ‘earned’ media.
Mail is rarely an end in itself but it can provide a powerful lever to get a campaign noticed in other channels.
Interestingly, there was a similar campaign idea in Brazil, recycled toys being sold in toyshops to raise money for a children’s charity. Behind both campaigns is a truth every parent recognizes, that children’s imaginations are fired just as much, if not more, by a rough and ready toy as anything shiny and expensive.
And don’t you just love that dragon?