Bring Back Heavy Metal | 2017 Impact Report | Hubbub

# B R I N G B A C K H E A V Y M E TA L Turning battery recycling up to 11

I M PA C T R E P O R T

ABOUT 178 million batteries are estimated to be stashed in UK homes.

Batteries are made of valuable heavy metals which can be reused, but instead they often end up in landfill.

The #BringBackHeavyMetal campaign was launched by Ecosurety and Hubbub in October 2017 to encourage people to take part in a month-long battery amnesty and drop their batteries off at their nearest collection point.

The campaign had 3 core aims: To encourage households across the UK to recycle their batteries To promote the availability of recycling points To highlight the environmental importance of recycling batteries

C A M PA I G N B A C K E R S The campaign brought together a coalition of well-known retailers including Asda, B&Q, Currys PC World, The Entertainer, Marks & Spencer and Morrisons who all host battery collection points. The manufacturer GPBatteries and compliance scheme BatteryBack also supported the campaign.

C A M PA I G N B R A N D I N G • Playful #BringBackHeavyMetal hashtag.

• Adaptable logo referencing a heavy metal music aesthetic.

• Bold & minimal colour palette.

• Stylised photography.

• Applied across a wide range of assets.

C A M PA I G N A S S E T S Digital • 3 ‘music video’ films • Social media cards and gifs • Website Print • Seaside boards • Posters • Bin/window stickers • Badges

MEDIA HIGHLIGHTS

58 million

3,500

opportunities to see/hear the campaign

people across the UK polled on battery recycling habits

53 pieces

Press Association piece picked up across an extensive range of regional and local media

of coverage secured. Highlights include i, Guardian online and Yahoo!

Full media report http://releasd.com/4f52

Total views 26,382 Girl Vs Remote 16,123 10,477 YouTube 5,646 FB Grandad Vs Drawer 7,373 2,747 YouTube 4,626 FB Mum Vs Cupboard 2,886 2,593 YouTube 293 FB

Impressions 9,645,453 Total Reach 1,644,494 Contributors 563 Posts 1,405

PA R T N E R P O S T S

PHOTO COMPETITION To win a free ReCyko+ power bank charger by GP Batteries, people could post a photo of their ‘heavy metal’ hand online with the hashtag #BringBackHeavyMetal. They were also entered into a prize draw to win School of Rocks tickets.

Total photo posts 39 Total unique entries 34 (26 on Twitter)

GP COMPETITION As part of the #BringBackHeavyMetal campaign GP Batteries gave away a further 20 power bank chargers. To enter the competition to win, people had to comment on a Facebook post, stating their nearest recycling point.

Entries 246 Shares 83 Click through to website 80

Impressions 30,289 Total Reach 6,338 Posts 54

Posts 108 Contributors 84 Potential reach >75k

WEBSITE Users 1,968 Page Views 3,641 Avg. Session Duration 00:01:36 Traffic sources Direct 50%, Social 27%, Referral 13%, Search 9%, Email <1% Device type Desktop 65%, Mobile 28%, Tablet 7%

IN STORE ACTIVITY 3 in-store engagement events in Morrison’s. 90 customers engaged.

160 Entertainer stores with ‘Recycle Here’ stickers.

310 Curry’s PC World stores with stickers & posters.

EMPLOYEE REACH B&Q • Collateral in head office with potential reach of 2,000 employees.

• Campaign showcased on internal website.

• Communications to 300 stores.

Curry’s PC World Collateral and communications to 310 stores.

Morrison’s Posters and seaside board in head office with potential reach of 112,000 colleagues.

Asda Internal communications to all colleagues with the potential reach of 150k.