Ecover have launched a 7-week long media campaign – jointly coordinated by Wavemaker – to relaunch their washing up liquid range, further cementing the brand’s position as a thought leader in the environmental space.
The timely executed campaign clearly highlights Ecover’s #Letsliveclean movement, to drive brand awareness and also a wider consideration of day-to-day habits around conscious living. Ecover’s new washing up liquid bottle is not only design led to broaden appeal, but made from 100% recycled plastic which is also 100% recyclable.
The print, digital and OOH campaign launches with a visually striking cover wrap of the Evening Standard just before World Earth Day – which takes place on Sunday 22nd April, accompanied by a one-day digital OOH campaign on the London underground network, rail and roadside; social media, led by media bounty, accompanies. Longer dwell time media (print and specially selected OOH sites) are set to follow the launch, further reinforcing the message and widely encouraging consumer change. A social campaign supports the launch and reinforces consideration with consumers through additional touch points. Cleverly utilizing a relatively small budget, Wavemaker wanted to ensure the campaign worked as hard as possible, reaching the ‘Conscious Consumer’ target audience at a time when wider environmental issues are already being talked about.
“Ecover’s eco credentials are second to none and we’re really excited to help them relaunch their washing up liquid range. By focusing our high-impact media activity around World Earth Day, we’re encouraging as many people as possible to make small changes that can make a big difference.” – says Faye Longega, Design Partner, WM Select, Wavemaker.
“The public interest in the environment, particularly plastics, has never been higher, and luckily these issues are no longer just the focus of a niche community. Our hope is that the new campaign highlight’s Ecover’s purpose in a relevant, authentic and engaging way, attracting a new generation of conscious minded consumers into the cleaner living movement.” Comments Victoria Hunt-Taylor, Head of UK Brand Experience at People Against Dirty.
Wavemaker are responsible for all offline media, where the biggest portion of spend has been placed. The social part of the campaign is looked after by Media Bounty, PR & Events by Red. Ecover worked with VCCP to develop the campaign’s new creative look & feel.