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Green Christmas

Naughty or Nice? It’s a simple question and it’s the question Repak was asking people this Christmas. Christmas is a busy time for waste collection agencies across the country as the amount of waste created increases with people discarding tons of packaging, wrapping paper, bottles and cans over the festive season. Repak wanted people to look at their recycling habits over the Christmas season and reward those who had been Nice and try to help anyone who’d been a little naughty improve in the new year.

We felt it was important that the message of the campaign should be presented in a friendly and non-judgemental way and that this could be best accomplished through the use of illustrated characters representing Naughty and Nice. After we had decided on the basic appearance of the characters we commissioned illustrator Chris Judge to bring the characters to life.

The main focus of the campaign was to drive engagement on the Repak Facebook page. This was done through a series of homepage takeovers on the Sunday World, The Independent and Mummy Pages with over 1,000,000 impressions and over 10,000 direct interaction. By clicking on these people were brought to the Repak Facebook page where they were invited to participate in the “Naughty or Nice” quiz where they could find out about their recycling habits and how to improve them. People who achieved a perfect score were entered into a draw to win a €200 for all voucher. Over the course of the campaign over 1,700 people entered the quiz and likes on the facebook page grew to over 30,000

In addition to the homepage takeovers and the Facebook competition, the campaign was further supported by a dedicated microsite on mummy pages running an additional competition and downloadable PDFs offering a range of tips on recycling and fun family activities.

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