Maltin Power: Súmate al Biciclaje

Credits & Description:

BRAND: Maltin Power
BRAND OWNER: SABMiller
CATEGORY: Drinks (non-alcoholic)
REGION: Peru
DATE: August - October 2015
AGENCY: Initiative
MEDIA CHANNEL:
Digital,Out-of-Home,Radio,TV
Insight
In Peru, poverty, public health and education problems present the most severe and urgent threats to society. Environmental issues are therefore generally considered a relatively low priority. Consequently, Peru suffers from substantial environmental challenges, especially solid waste issues.
Given the growing trend among schools and young people to promote recycling and care for the environment, Maltin Power decided to exert itself as a leader in creating awareness about the importance of recycling among students and parents in Lima.
The main challenge for Initiative was to create interest among the target (both parent and teenagers) towards the idea of consuming the brand and to amplify the importance recycling and have them adapt it as part of their everyday life. Maltin Power looked for other issues that would be highly motivating. Because most schools and families in rural Peru cannot provide transportation for children to get to school, many children walk great distances to attend school. Low nutrition levels negatively affects this demographic and leaves them too tired to stay alert throughout their studies, no matter how hard they try. The agency found the perfect opportunity to tie recycling to nutrition while reinforcing the brand’s positioning.
Strategy
Given that more than 79% of Maltin Power’s volume comes from PET bottles, it created the “Biciclaje” programme, in which students returned empty Maltin Power PET bottles and those bottles were recycled into bicycles. These bikes were then presented to students who previously had to walk 3 – 8 KM daily to get to school, which often made them too tired to stay alert throughout their classes. The bicycles could make it dramatically easier for them to travel to school and participate with strong energy levels all day.
Consequently, the “Biciclaje” programme produced a unique “triple-impact”: increased the consumption of Maltin Power for nutritional purposes and reinforced the idea that it gives you strength; recycled the brand’s plastic bottles while creating awareness about the importance of recycling and the tough reality of children on the rural areas among students and parents, and finally helped children in Cusco’s Coñamuro school arrive fresh and full of energy to class.
Execution
The programme included an integrated media plan, focused on digital. It also included endorsements in TV and radio programmes for teens and OOH. The media campaign unfolded in three stages:
Stage 1 Launch
- Digital media explained the programme and how it would work.
- (Free) media publicity was used to generate widespread awareness.
- Installed 120 recycling bins in private schools and supermarkets in nine cities.
Stage 2 Motivate & Collect
- Sustained use of integrated media (OOH, radio and TV) ensured increased awareness.
- Online games and a real-time recycling counter were developed in order to increase the attractiveness within teens.
- Inclusion of the KOLs in videos and social networks post supporting the campaign.
- Recycled bottles were collected weekly.
Stage 3 Reward
- Presence of the brand in different channels was obtained through free media as a consequence of the 120 delivered in Cusco.
Results
In addition the bottles actually collected the campaign created strong awareness of the concept of recycling in itself. 73,098 PET bottles were collected and more than 120 bicycles donated, each made exclusively from recycled PET bottle material.
- 89% perception increase in brand sentiment
- 1,288,527 video reproductions (+142% vs. objective) with 50% reach (+1% vs. objective)
- 45,866 visits to the campaign website (+9% vs. objective); 63,613 Facebook interaction (+164% vs. objective)
- 77,166 impressions in earned media.
Maltin Power’s positioning and purpose were reinforced within teens. The brand increased its association to "is for people like me” in +11pp vs. PY. It also increased its association to “prepares your mind and body for daily challenges” in +18pp vs. PY, plus increased its association to “is a natural drink that fills you up with energy” in +4 vs. PY.