Ecovidrio

Ecovidrio's campaign is clearly a success in Spain

Ecovidrio is a non-profit organisation that manages the salvaging and recycling of glass container waste throughout Spain. Ecovidrio aims to encourage Spain’s glass manufacturers, packagers, public sector organisations and the general public to work together to protect the environment. The organisation is financed by the packaging companies.

Currently, more than 2,309 businesses are part of the Ecovidrio initiative. The organisation’s campaigns raise awareness of the importance of recycling and the need to reduce waste to safeguard the environment.

The challenge – Educate and engage youth

Ecovidrio’s campaign aimed to educate the Spanish population about the need to recycle and the way to go about it. Its objectives were to persuade the public to become committed recyclers and encourage children to participate by giving them the message that “it’s fun to recycle.”

The solution – Mobile ad campaign with games

Ecovidrio launched a test mobile advertising campaign because of the high number of young mobile users in Spain. The campaign offered children access to fun games that communicated the message about glass recycling.

Ecovidrio’s mobile agency, Mobile One2One, chose to advertise on the Nokia Media Network because of the network’s unparalleled reach through publishers such as Nokia.mobi.

The results – 20.23% click-through rate

50,000 impressions delivered via Nokia.mobi during June 2007 resulted in a CTR of 20.23%. Ecovidrio was delighted with the results of its initial test campaign. In fact, the results were so impressive, the company initially found them hard to believe. The organisation now plans to use Nokia Interactive Advertising to spread its message to youth throughout Spain.

To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.