purrrsuading people to stop binning THIER electricals and form a new habit with hypnocat
Meet Hypnocat, the fluffy pink purveyor of electrical recycling. His mission? Curb the fastest growing waste stream in the UK by hypnotising the nation into recycling their electricals, rather than binning them.
INCREASE IN THE NUMBER
OF EECTRICALS RECYCLED
CONVERSION
RATE
COST PER
ACTION CLAIMED
£0.50
Challenge
Every year in the UK, we throw away over 100,000 tonnes of electricals instead of reusing or recycling them. We needed to stop people binning their electricals and start recycling them.
INSIGHT
Most people recycle paper, card and plastics at home as a habit, but electricals are not part of that routine as only around 15% of households have kerbside collection. People are unsure what to do with it so it ends up in the bin.
IDEA >
RECYCLE YOUR ELECTRICALS
The campaign was fronted by HypnoCat, our furry, hypnotic brand presenter, who entices people to stop throwing small electricals and batteries in the bin and start recycling them with simple, clear, puuuuursuasive messaging. We detailed anything with a plug, battery or cable, can be recycled locally.
CULTURAL
ADVANTAGE
HypnoCat is now recognisable IP and the face of Recycle Your Electricals. He gets noticed and changes behaviour, what started as a ATL campaign has now been adopted locally through council comms, and local channels, so he is showing up where habits are formed and helping people understand what counts as an electrical and where to take it.
