Case Study: Recycling

Recycling becomes an experience

The Task.

The Scandinavian company TOMRA is the world market leader for deposit return and recycling systems. For the market launch of a true innovation – the multi-feed systems R1 and R2 – an extraordinary communication approach was required. As the first machines into which consumers can pour all their returnable containers at once, they promised to fundamentally change the recycling experience for customers and markets.


Together with the TOMRA team, EPOS took on the strategic task of generating maximum attention in high-reach consumer media while also achieving high acceptance in the critical trade press for this innovation – and to use the momentum for a successful launch of the successor model R2.

The Solution.

Our strategy was based on deliberately turning a viral spark into a wildfire. When the first customers shared their enthusiasm about the R1 on social media, we used this momentum for a multi-stage communication cascade:


Viral amplification: We used the authentic, organic content of enthusiastic consumers to proactively reach high-reach consumer media, radio, and TV stations with a national news flash.


TV Placement: Targeted pitches to 32 TV stations and formats led to coverage in high-reach programs such as „hier und heute“ (WDR), „Abendschau“ (BR) and „maintower“ (hr) – with a TV reach of 1.4 million viewers.


Virtual Press Event: To exclusively engage the trade press, we organized a virtual event on innovation and circular economy in retail. Five key media outlets – including CASH, Getränke Zeitung and packaging journal – were invited, four attended and reported.


Parallel product communication: In addition to the multi-feed machine, we simultaneously positioned the TOMRA RollPac as a vertical compaction solution with the clear messaging “Relief for employees” in the relevant trade media.

The results.

Within one year, we achieved 53 publications in consumer and trade media – from BILD and t-online via WDR, BR and MDR to Lebensmittel Zeitung, CASH and packaging journal.
The total reach of the coverage was over 1.5 billion potentially reached people in TV, radio, online, and print media. The media equivalence value (AVE) of the achieved coverage was 611,623 € – a multiple of the budget used.


In parallel, we prepared the launch of the TOMRA R2 for the trade audience and established an additional digital channel through targeted LinkedIn campaigns to increase awareness among decision-makers in the retail sector.

 

Are you planning a product launch that deserves attention? Let's talk about how we can achieve maximum media presence for your company as well.
Back to overview

Sounds good?

Then contact us directly. We are excited about your plans and projects.

Is a contact form too slow for you? Send us an email or book a meeting directly.