Making a campaign work for 11 different audiences.
SSROC wanted to increase bookings and awareness of their 11 councils’ various pick-up services, to reduce illegal street dumping. Where it gets tricky, is that each council offers a different service and has different rules for what can and can’t be picked up. With a limited budget, we had to communicate this information in a cohesive, one size fits all campaign.
By refreshing our City of Sydney “Want a Tip” campaign we could redirect resources to the development of a microsite with a postcode search function connecting visitors with their councils’ specific pick-up information. With the playfully revamped creative driving users to the microsite, we were able to use one campaign to get the right info to residents spread all over Sydney.
Our original campaign for City of Sydney brought the inconvenience of dumped rubbish into your daily life, and we replicated that sense here: bus stop timetables obscured by furniture, competitions for free holidays hidden by old sofas. This reminder that illegal dumping causes inconvenience sparked motivation to not be a culprit yourself.
With our disruptive outdoor component doing its thing, on Facebook we A/B tested different copy to target specific demographics within each of the 11 councils to ensure the campaign remained effective regardless of who was finding it. Minor tweaks in copy meant dozens of different demographics could stumble on exactly the same collateral and still feel it spoke to them personally.
2.08% clickthrough rate
40,000 microsite visits