Aim
Create a campaign which harnesses the
appeal of football, and leverages Coca-
Cola's sponsorship of the Football
League, to generate awareness of
recycling and effect a positive
behavioural change in recycling habits
Objectives
Build awareness of recycling within communities in order to change
attitudes and behaviour
Motivate fans to make an average of 5,600 online pledges in total per week,
67,200 in total over the whole promotional period
Generate 4% uplift in recycling in each Council area compared with 2006
Position Coke as a brand which cares about the environment, with strong
links to the community and youth development
Conduct participation studies to gauge consumer feeling towards the
promotion / brand
Support the promotion with a strong PR campaign
Campaign Execution
Strategy
The promotion targeted a core audience of football fans through its
association with the Football League
Recycling is not traditionally a subject which is targeted at this particular
audience, however harnessing the power and appeal of football in order to
engage this audience was key to reaching a wider consumer base
The aim was that core football fans would engage with the promotion, and
communicate it to their friends, families, and social networks outside of the
football environment
Strategy
Harnessing the passion this core audience has for their clubs, and allowing
them have a direct influence on the future success of their clubs, would
drive entries from fans and non-fans alike, and visits to the website would
increase knowledge and awareness of recycling in general
For the first time in a Coca-Cola football promotion, all prize money was to
be spent on youth development, not the senior team
Youth development is defined as any activity which enhances or improves
the youth programmes or community schemes running within participating
clubs
Mechanic Make a Pledge
Fans can pledge to recycle every day at www.talent-from-trash.com and
earn up to £1,000 each week for their Club, plus encourage friends and
family to pledge through an email a friend system on the website
Numbers of pledges are measured every Wednesday and results
published on the website in league tables
Mechanic Recycle More
Clubs can also win a cash prize at the end of the promotion of up to
£6,000 if the recycling tonnage level increases in their community over
the promotional period
Household waste is collected through council kerbside collections,
general council recycling points and Tesco recycling facilities
Recycling increase is calculated versus the same period in 2006
A year on year predicted trend increase is taken into account in the 2007 total
Recycling uplift over the 12 week campaign period is calculated
Marketing Campaign
Local launch at each club
with Manager plus local
media and stakeholder
engagement
Specific Talent from Trash
content on Coke website and
information on Recycling and
Youth Development in each
participating area
Digital tft logo supplied
to Clubs and Councils
Activation packs personalised for each
club:
20 t-shirts, 100 A3 posters, digital TfT
logo (with click through)
Match Day programme ad campaign
Chris Kamara PA announcement
6 sheet posters at 49
Tesco stores at campaign
launch and A1 poster on
the Tesco recycling
machines for duration of
campaign
Accrington Stanley: branded recycling
lorries
Brentford: branded stadium banners
Swindon: branded recycling lorries
Southampton: council magazine
Emails to Coke football
database at launch and
milestones through campaign
1 page press ad in local
newspapers at launch
Content supplied for Club
websites
Core Creative
Strong core creative using imagery of
recyclable Coca-Cola> packaging, and a clear
focus on youth development and grassroots
football
Core creative was the basis for all other
promotional activity
Generic posters used pitch effect at base,
which was tailored with a club colour shirt
effect for club-specific creative
Website
Creative designed mirrored the core creative
Sole entry route to promotion, via Make a Pledge page
Leaderboard updated on weekly basis, for fans to track
their clubs current pledge total and money earned
Playing Our Part section, detailing how Coca-Cola is
considering the environment in its manufacturing and
packaging processes
Playing Your Part section, with facts about recycling in the
UK and in the home, and offering tips to consumers on how
small changes in their everyday behaviour can make a big
difference to the recycling effort
Website
Club / Council specific sections of site, in club colours
Breakdown of pledge performance for each club per week
Club-specific youth development information page
Use of Google maps to display Council and Tesco recycling
points in the local area
Information on specific Council collections, including which
materials should be recycled in which receptacles for each
area
Hyperlinks to specific Council website recycling pages
Club Activation
Branded t-shirts in club-specific colours sent to
all clubs for in-stadium activation
Digital Talent from Trash logo sent to all clubs
with instructions for how to create a direct clickthrough
from the club website to the Talent
from Trash site
Toolkit CD sent to all participating clubs,
containing club-colour poster artwork, and
Talent from Trash PA announcement
recorded by “voice of the Football League”,
Chris Kamara
Matchday programmes ads with two headline
messages supplied to all participating clubs,
and featured in programmes during the 12
week promotional period
Media & ATL
1 page press ads in local
newspapers at launch
6 sheet posters at 49
Tesco stores at campaign
launch
CRM
Three CRM emails sent during
course of promotion; at launch, for
half-time overlay and in final week of
promotion
-Launch
9.9% click thru rate
25.75% open rate
-Half Time
7.92% click thru rate
28.64% open rate
-Final Whistle
15.47% click thru rate
37.10% open rate
Bespoke Activation
15m long Talent from Trash banners utilised at
Brentford F.C.
Branded recycling lorries in Hyndburn
(Accrington Stanley) and Swindon
Magazine adverts in the Southampton council
city magazine
PR
Press launch at each club
2 x pieces of national press coverage
21 x pieces of regional press coverage
80+ pieces of online coverage
2 x pieces of trade coverage
1 x piece of broadcast coverage
The London Paper
Results
Pledge Results
235,154 online pledges over the 12 week
promotional period*
Average of 19,596 online pledges per
week*
*from 13 participating clubs
Recycling Uplift
Average recycling tonnage uplift of 5.1% per club
6 of 13 clubs achieved target of 4% or over
4 of 13 clubs achieved uplift over 10%
2 of 13 clubs achieved uplift over 20%
Changing Behaviour
The aim of Talent from Trash was to convert awareness of
recycling into real behavioural change
Hyndburn Council / Accrington Stanley F.C. were a great
example of this conversion
Accrington Stanley achieved 15,345 pledges over the
promotional period, earning them £11,400 for youth
development, and raising awareness of recycling among their
fans
Recycling lorries in the area also carried Talent from Trash
branding, and Hyndburn Council ran a piece about the
campaign in their newsletter
All this awareness raising translated into a 19% uplift in
recycling tonnage over the promotional period, compared with
the same period in 2006. This uplift will earn them a further
£6,000 for youth development
Legacy
Talent from Trash has enabled clubs to identify the
important and influential role they have in the
community, and the part they have to play in the
recycling drive
Norwich City F.C. are now working with their Local
Authority to make their stadium greener, and have
launched their own “Yellower and Greener” recycling
initiative
Waste & Recycling
Campaign Execution
