Events & Experiences
Objective
We aimed to celebrate the annual Green Week in a bold and engaging way to capture public attention whilst also promoting the centre’s commitment to sustainability and encouraging visitors to embrace eco-friendly practices.
We launched a month-long campaign featuring a striking whale installation in the centre. This eco-friendly installation was crafted from recyclable and biodegradable biomaterials and served as a recycling point where visitors could drop off their plastic bottles.
To enhance the campaign, we created a dedicated webpage highlighting the centre’s various sustainability initiatives. Additionally, we ran a social media competition inviting our followers to guess how many bottles the whale installation would collect, further engaging the community and raising awareness about recycling.
The whale installation was visually striking, capturing the attention of many visitors who eagerly stopped to take photos. It not only served as a fantastic selfie spot but also functioned effectively as a donation point. In total, we collected an impressive 488 bottles, demonstrating our success in bringing the community together and promoting recycling efforts.
The initiative gained significant positive media coverage, highlighting both the installation’s appeal and the impressive volume of bottles collected.
In terms of social media, we achieved an impressive total post reach of 40,861. The campaign generated exceptional engagement, with an average engagement rate of nearly 5%, well above the industry standard of 2-3%.
