Log In
Log In

Home

Why Join

The Danish Return System receives 3.8 million cans and bottles every day, and in return, the Danes receive their pant. The Danish Return System is a non-profit organization with the aim of collecting as many bottles and cans as possible, thus saving the environment and climate for the production of new and thus unnecessary CO2 emissions. The Danish return system is one of the most well-functioning, and Denmark is one of the best countries in the world when it comes to packaging recycling - but we are far from good enough. Many Danes still think that recycling their empty bottles and cans is inconvenient and time-consuming. And some actually think it would not make a difference whether they recycle their bottles or throw them out. This means that 10% of all cans and bottles every year fall outside the return system. And although a 90 percent return rate sounds fantastic, it actually means that more than 140 million cans and bottles are lost each year, which puts a significant strain on the local environment as well as the climate. But the biggest problem of them all: that it is far from all types of packaging that are part of the return system. During Dansk Retursystem's nationwide campaign in 2018, many committed Danes responded with the simple question "why is there not also pant on my juice bottles?" and "what about all the bottles of juice we throw in the trash every week?". In fact, every month in 2018 alone, millions of juice and juice bottles were not reused in the return system. Fortunately, the climate-worried winds began to blow over the political landscape and in 2019 the Danish Return System was given the green light by politicians and key players in Denmark to expand the portfolio of bottles and cans to include more than 400 different kinds of juice and juice bottles. But there was no time for a slow acclimation curve in the Danes, who in just a few months over the summer of 2019 should know the new pant form and take it into everyday life. The task was therefore to remind the Danes how important it is to remember to deliver their plastic bottles with a huge bang. Dansk Retursystem Anne-Mette Bundgaard Marketingchef Marlene Holmgaard Fris Marketingsdirektør Robert/Boisen & Like-minded Christoffer Fejerskov Boas Creative Klara Vilshammer Creative Heinrich Vejlgaard Creative Director Kim Boisen Strategy Victor Petri Head of Social & Brand Activation Alexander Faxø Social & Brand Activation Strategist Ian Isak Director Cille Silverwood-Cope Producer Christina Bostofte Erritzøe Executive Producer Collaborators Gobsmack Production Production DANSK Baggrund Dansk Retursystem modtager hver dag 3,8 millioner dåser og flasker, og giver i bytte danskerne deres pant tilbage. Dansk Retursystem er en non-profit-organisation med det mål at samle så mange flasker og dåser som muligt og dermed spare miljøet og klimaet for produktionen af nye og dermed unødvendige CO2-emissioner. Det danske retursytem er et af de mest velfungerende, og Danmark er et af de bedste lande i verden, når det kommer til genanvendelse af emballage - men vi er langt fra gode nok. Mange danskere synes nemlig stadig at genanvendelse af deres tomme flasker og dåser er ubelejligt og tidskrævende. Og en del tror faktisk, at det ikke ville gøre en forskel, om de genanvender deres flasker eller kaster dem ud. Det betyder at 10% af alle dåser og flasker hvert år falder uden for retursystemet. Og selvom en returprocent på 90 lyder fantastisk, så betyder det faktisk at mere end 140 millioner dåser og flasker hvert år går tabt, hvilket udgør en betydelig belastning for lokalmiljøet såvel som klimaet. 
 Men det største problem af dem alle: at det langt fra er alle typer emballage, som indgår i retursystemet. Under Dansk Retursystems landdækkende kampagne i 2018 reagerede mange engagerede danskere med det simple spørgsmål “hvorfor er der ikke også pant på mine juice-flasker?” og “hvad med alle de flasker med saft vi smider ud i skraldespanden hver uge?”. Faktisk var der hver måned i 2018 alene millioner af juice- og saft-flasker der ikke blev genanvendt i retursystemet. De klimabekymrede vinde var heldigvis begyndt at blæse ind over det politiske landskab og i 2019 fik Dansk Retursystem grønt lys af politikere og centrale aktører i Danmark til at udvide porteføljen af flasker og dåser til også at inkludere mere end 400 forskellige slags saft- og juiceflasker. Men der var ikke tid til en langsom tilvænningskurve hos danskerne, som på bare få måneder over sommeren 2019 skulle kende til den nye pantform og tage den til sig i hverdagen. Opgaven var derfor at minde danskerne om, hvor vigtigt det er at huske at aflevere sine plastflasker med et kæmpe brag. Løsning Vi skulle fange nationens interesse, men hvordan gør man det med et emne såsom pant og pantautomater, som hurtigt falder i kategori med hverdagens andre trivialiteter? Ved at fortælle det ubekendte og overraskende. For plastik har et dårligt ry. Men når det genanvendes, er det faktisk fantastisk! Plastik til fødevarer er nemlig et sundhedssikkert, alsidigt, holdbart og genanvendeligt materiale, som, hvis det genanvendes, kan genbruges kontinuerligt i et cirkulært system som det danske retursystem. Så for at få folks opmærksomhed brugte vi det voksende had mod plast som rampe til at affyre en dristig modsætning: "Plastik er fantastisk - så længe vi husker at genbruge det”. Vi skulle skabe opmærksomhed om og accept af budskabet - ikke bare blandt de miljøbevidste danskere, men særligt hos de personer som idag ikke ser ud over sin egen næsetip, når det kommer til pant. Vi ønskede derfor at bruge en afvæbnende og samlende ambassadør, som målgruppen ville blive overrasket over, men også lytte til og forstå. Og hvem bedre end Danmarks egen plastik-dronning, Linse Kessler. I en underholdende film ledte Linse Kessler os gennem plastikkens historie, fra højden af ​​dens popularitet til dens nuværende position som udskældt klimasynder, kun for at vende situationen på hovedet og minde folk om, at plast stadig kan være fantastisk - hvis vi bare alle husker at genanvende det. Afslutningen af filmen blev leveret med en opfordring til fælles handling: ”Lad os gøre plastik fantastisk igen. Genbrug dine flasker”. Kampagnen blev lanceret på tværs af sociale medier-kanaler som Facebook, Youtube og Instagram. Da plast og klima er et følsomt emne på sociale medier og Linse er en overraskende talsmand, forventede vi, at folk ville engagere sig i kampagnen - og det gjorde de! Med et ambassadørskab på 150.000 reaktioner, kommentarer og delinger fra danskerne spredtes hovedfilmen i rekordfart. Vi var inde og påvirke en anti-plast holdning hos danskerne. Så for at følge op på de titusinder af spørgsmål og kommentarer fra danskere, som alle skulle have mulighed for at fordøje en mere nuanceret holdning til plastik fulgte vi op med 45 unikke svar-videoer specielt designet til kommentarfeltet. Her svarede Linse danskerne på stort og småt, positive henvendelser såvel som negative og fik således danskerne til at bruge endnu længere tid med budskabet, og endnu vigtigere sendte vi et klart signal om, at det er alle danskeres retursystem, alle holdninger har ret til at fylde i dialogen og blive besvaret med omhu. Resultat Kampagnen ramte en nerve og fik hele landets opmærksomhed. Allerede inden for en uge nåede kampagnen 3,3 millioner dansker på sociale medier, hvilket svarer til 95% af samtlige danskere på sociale medier. Et enormt stort ambassadørskab fra danskerne betød, at kampagnen generede mere end 150.000 reaktioner, kommentere og delinger fra danskerne, hvilket igen resulterede i en engagement rate på 10% (1250% højere end nationale benchmarks). 65% af al effekt på sociale medier skete organisk, hvilket betyder at mere end 2 millioner danskere mødte kampagnen i deres feed fordi at deres venner eller bekendte havde interageret med kampagnen: altså en enorm ambassadøreffekt. Med mere end 17 millioner visninger på tværs af kampagneelementerne brugte danskerne samlet set mere end 15 år på at se vores indhold, foruden de nationale TV-reklamer som kørte henover sommeren for primært at nå den ældre del af danskerne. Det store engagement blandt “almindelige” danskere betød blandt andet, at mange store danske influencers og kendisser begyndte at støtte Linse og den gode sag ved at dele kampagnen på deres kanaler, hvilket bare gjorde den organiske rækkevidde endnu større og vores afsatte mediekroner overflødige. Faktisk så overflødige at vi outperformede samtlige kampagne-KPI’er med kun halvdelen af det afsatte mediebudget. Kampagnen formåede at larme så meget på tværs af digitale kanaler, at Linse og kampagnen fandt vej til både aviser og talkshows, og generede mere end 83.506.000 mediaimpressions til en værdi af 18 millioner danske kroner. Og ligeså blev trafikken til Dansk Retursystems hjemmeside mere end femdoblet i kampagneperioden. VIGTIGSTE RESULTATER:
 - 65% organisk reach
 (2,1 mio. danskere) - 150.000 engagements 
- 17 mio visninger
 - 83.506.000 PR-skabte media-impressions til en værdi af 18 millioner kr.
 - 61% af danskere har fået mere lyst til at pante De officielle returprocenter er først færdigbehandlet senere i år 2020, men målinger på de intentionsskabende parametre taler sit tydelige sprog. Post-målinger på kampagnen viser nemlig at antallet af danskere der syntes, at det er en god ide med pant på saft og juice var steget med hele 38% efter kampagnens lancering, og at 74% af de danskerne der havde set kampagnen kunne identificere DRS som afsender på budskabet. Desuden viste målinger, at kampagnen var 115% mere effektiv end traditionelle TVC’er målt på kendskab og afsender identifikation. Ligeledes formåede kampagnen også at rykke til danskernes generelle holdning til pant, da 61% fik mere lyst til at aflevere deres pant efter at have set kampagnen. (English translation + Google translate) Background The Danish Return System receives 3.8 million cans and bottles every day, and in return the Danes repay their pant. The Danish Return System is a non-profit organization with the aim of collecting as many bottles and cans as possible, thus saving the environment and climate for the production of new and thus unnecessary CO2 emissions. The Danish return system is one of the most well-functioning, and Denmark is one of the best countries in the world when it comes to packaging recycling - but we are far from good enough. Many Danes still think that recycling their empty bottles and cans is inconvenient and time consuming. And some actually think it would not make a difference whether they recycle their bottles or throw them out. This means that 10% of all cans and bottles every year fall outside the return system. And although a 90 percent return rate sounds fantastic, it actually means that more than 140 million cans and bottles are lost each year, which puts a significant strain on the local environment as well as the climate. But the biggest problem of them all: that it is far from all types of packaging that are part of the return system. During Dansk Retursystem's nationwide campaign in 2018, many committed Danes responded with the simple question "why is there not also pant on my juice bottles?" and "what about all the bottles of juice we throw in the trash every week?". In fact, every month in 2018 alone, millions of juice and juice bottles were not reused in the return system. Fortunately, the climate-worried winds began to blow over the political landscape and in 2019 the Danish Return System was given the green light by politicians and key players in Denmark to expand the portfolio of bottles and cans to include more than 400 different kinds of juice and juice bottles. But there was no time for a slow acclimation curve in the Danes, who in just a few months over the summer of 2019 should know the new pant form and take it into everyday life. The task was therefore to remind the Danes how important it is to remember to deliver their plastic bottles with a huge bang. Solution We should capture the interest of the nation, but how do we deal with a subject such as pant and ATMs, which quickly falls into the category of everyday trivialities? By telling the unknown and surprising. For plastics have a bad reputation. But when reused it is actually amazing! Food plastic is a health-safe, versatile, durable and reusable material that, if reused, can be recycled continuously in a circular system such as the Danish return system. So, to get people's attention, we used the growing hatred of plastic as a ramp to fuel a bold contradiction: "Plastic is great - as long as we remember to recycle it." We needed to create awareness and acceptance of the message - not just among the environmentally conscious Danes, but especially among those who today do not look beyond their own nose tips when it comes to pant, so we wanted to use a disarming and unifying ambassador whom the target group would be surprised, but also listen to and understand. who better than Denmark's own plastic queen, Linse Kessler. In an entertaining film, Linse Kessler led us through the history of plastic, from the height of its popularity to its current position as a climate climate sinner, only to turn the situation upside down and remind people that plastic can still be great - if we all just remember to recycle it. The ending of the film came with a call for joint action: "Let's make plastic great again. Recycle your bottles ”. The campaign launched across social media channels such as Facebook, Youtube and Instagram. Since plastic and climate are a sensitive topic on social media and Linse is a surprising spokesperson, we expected people to engage in the campaign - and they did! With an ambassadorship of 150,000 reactions, comments and sharing from the Danes, the main film spread in record speed. We were in and influence an anti-plastic attitude on the Danes. So, to follow up on the tens of thousands of questions and comments from Danes, all of whom should have the opportunity to digest a more nuanced approach to plastic, we followed up with 45 unique answer videos specifically designed for the comments section. Here Linse answered the Danes to big and small, positive inquiries as well as negative and thus caused the Danes to spend even longer with the message, and more importantly we sent a clear signal that it is all Danes' return system, all attitudes have the right to fill in the dialogue and be answered with care. Result The campaign hit a nerve and caught the entire country's attention. Within a week, the campaign reached 3.3 million Danes on social media, which is 95% of all Danes on social media. An immense ambassador from the Danes meant that the campaign generated more than 150,000 reactions, comments and shares from the Danes, which in turn resulted in an engagement rate of 10% (1250% higher than national benchmarks). 65% of all social media effects happened organically, which means that more than 2 million Danes met the campaign in their feed because their friends or acquaintances had interacted with the campaign: a huge ambassador effect. With more than 17 million views across the campaign elements, the Danes spent a total of more than 15 years watching our content, in addition to the national TV commercials which ran over the summer to primarily reach the older part of the Danes. Among other things, the great commitment among "ordinary" Danes meant that many great Danish influencers and celebrities began to support Linse and the good cause by sharing the campaign on their channels, which just made the organic reach even greater and our allocated media crowns superfluous. In fact, so superfluous that we outperformed all campaign CPIs with only half of the allocated media budget. The campaign managed to sound so much across digital channels that Linse and the campaign found their way to both newspapers and talk shows, generating more than 83,506,000 media impressions worth DKK 18 million. And likewise, traffic to Dansk Retursystem's website was more than fivefold during the campaign period. MAIN RESULTS: - 65% organic reach (2.1 million Danes) - 150,000 engagements - 17 million views - 83,506,000 PR-created media impressions worth DKK 18 million - 61% of Danes feel more bright to pant The official return percentages are only completed later in the year 2020, but measurements on the intent-creating parameters speak its clear language. Post-measurements on the campaign show that the number of Danes who thought it a good idea with a deposit on juice and juice had increased by as much as 38% after the launch of the campaign and that 74% of the Danes who had seen the campaign could identify DRS as the sender of the message. In addition, measurements showed that the campaign was 115% more effective than traditional TVCs measured by knowledge and sender identification. Likewise, the campaign also managed to move towards the Danes' general attitude towards pant, as 61% were more willing to hand over their pant after watching the campaign.
Brand
Verified (3)

Ian Isak

Director

Cameo Film

Post Production

Were you part of this project? Contact other contributors to give you credit, or contact support. Are these credits wrong? Report these credits.