Wall of Waste
Campaign Overview
Campaign Goals :
Raise Awareness: Highlight the severity of plastic pollution and its impact on marine ecosystems. Drive Behavioral Change: Encourage consumers to reduce their plastic consumption. Enhance Brand Image: Position Corona as a socially responsible and environmentally conscious brand.
Target Audience:
- Primary: General public, particularly those concerned about environmental issues.
- Secondary: Young, environmentally conscious consumers aligned with Corona’s brand image.
Campaign Execution:
- Waste Collection: Plastic waste was collected from Ipanema Beach over a period of time, emphasizing the ongoing issue of plastic pollution.
- Wall Construction: A team of experts constructed a 15-meter-long, 2-meter-high wall using the collected plastic waste.
- Strategic Placement: The wall was erected at the entrance to Ipanema Beach, maximizing visibility and impact.
- Messaging: A clear and powerful message accompanied the wall, stating: “One day, the trash left on the beach will stop you from getting into it.”
- Media Engagement: A comprehensive media strategy was implemented to generate maximum coverage and public attention.
- Partnership: Corona collaborated with Parley for the Oceans, a non-profit organization focused on ocean conservation, to amplify the campaign’s message.
Campaign Impact:
- Increased Public Awareness: The campaign generated significant media attention worldwide, sparking conversations about plastic pollution.
- Emotional Connection: The visual impact of the wall created a strong emotional response, leading to increased public engagement.
- Behavioral Change: Many individuals reported reducing their plastic consumption after witnessing the wall.
- Brand Reputation: Corona’s image as an environmentally conscious brand was strengthened, leading to increased consumer trust and loyalty.
Challenges and Opportunities
Temporary Nature: The wall was a temporary installation, limiting its impact over time.
Scale and Sustainability: While the campaign was impactful, addressing the entire plastic pollution crisis requires sustained efforts and systemic changes.
Potential for Backlash: Some critics argued that the campaign was merely a publicity stunt without tangible long-term solutions.
Impact and Results
The Plastic Waste Wall campaign generated 6.6 million earned media impressions and reached 24 million people. It led to a 147% increase in brand mentions, highlighting the campaign’s significant impact and success in raising awareness and engagement.
Lessons Learned
Community Engagement: Engaging communities is essential for successful waste management campaigns.
Coordination: Effective coordination among stakeholders ensures better waste disposal practices.
Adaptability: Campaigns should adapt to changing circumstances (e.g., pandemic-related challenges).
