Lenovo – Precious Metals

Challenge

Since 2000, e-waste has grown from 20 million to 50 million tonnes annually, making it the world’s fastest growing solid waste stream. That could more than double by 2050, to approximately 111 million tonnes/year (Source: UN).

To support campaign development, we uncovered three key insights:

1. 1. The value in e-waste for businesses that could be offset against future technology costs through ARS;
   2. That high-value recoverable materials from e-waste, such as gold, conservatively valued at US $57 billion, is being lost to landfill and incinerators; and
   3. Over a third (35%) of senior IT business leaders do not know how to go about using IT recycling services (uncovered through our YouGov research with 268 Australian business leaders and 1,000 employees on e-waste awareness and practices)

This demonstrated a significant opportunity for ARS as a viable solution to help mitigate the environmental risks associated with e-waste whilst providing value back to customers. With B2B communications ripe for creativity, we saw an opportunity to educate and demonstrate that businesses are literally throwing away gold, one of our most precious metals, by not adopting a circular approach.

A bespoke Precious Metals campaign page housed the video and supporting content, including video cut downs, an infographic, executive blogs, tailored media releases and a white paper titled ‘Rethinking E-waste in a Circular Economy” based on our YouGov research.

Results

• • 38 pieces of coverage across national, tech, B2B, fashion and environmental media
  • Earned reach of > 13 million
  • Total social impressions 3,458,167
  • Precious Metals page views: 15,902, 85% of users from ANZ
  • 2.6 tonnes of carbon emissions offset across campaign
  • 69% of audience said ad shifted their attitude towards Lenovo “more favourably”