Case Study: Recycling

Recycling becomes an experience

The task.

The Scandinavian company TOMRA is the global market leader for reverse vending and recycling systems. The launch of a truly innovative product—the R1 and R2 multi-feed systems—required an extraordinary communication approach. As the first machines into which consumers can pour all their empties 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 for this innovation maximum attention in high-reach consumer media while achieving high acceptance in the critical trade press – and to use the momentum for a successful launch of the successor model R2.

The solution.

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


Viral amplification: We used authentic, organic content from enthusiastic consumers to proactively approach high-reach public 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 the circular economy in retail. Five key media outlets—including CASH, Getränke Zeitung and packaging journal – were invited, four attended and reported on the event.


Parallel product communication: In addition to the multi-feed machine, we also positioned the TOMRA RollPac as a vertical compaction solution with the clear message "Relieving the burden on 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 to WDR, BR and MDR to Lebensmittel Zeitung, CASH and Packaging Journal.
The total reach of the coverage was over 1.5 billion people potentially reached across TV, radio, online, and print media. The media equivalent value (AVE) of the coverage achieved was €611,623 – many times the budget invested.


At the same time, we prepared the launch of the TOMRA R2 for the trade audience and established an additional digital channel to raise awareness among decision-makers in the retail sector with targeted LinkedIn campaigns.

 

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