How Elkjøp Nordic mined e-waste for gold
A Nordic electronics retailer wanted to push a message about its commitment to reducing the amount of e-waste produced each year. Rather than just make a TV ad about the problem, this brand engaged gamers to practically reward them for helping to solve this issue.
Context
Total e-waste increases by at least 2 million tonnes annually, making it the world’s fastest-growing waste stream. While everyone agrees it is a challenge that needs facing, getting people to recycle old gadgets is just as hard as getting people to recycle at all. It needed a real perception change.
Objectives
- Reduce the amount of e-waste produced in select regions
- Drive engagement with the Urban Miner programme
Strategy
In collaboration with Microsoft (which owns the video game Minecraft), Elkjøp Nordic launched Urban Miner, an initiative that rewards Minecraft players with in-game currency, Minecoins, for returning their e-waste.
The campaign consisted of a series of films for digital and cinema, supported by activations and posters in stores across the Nordics.
Outcome
Elkjøp has received over 12 tons of old gadgets, given out more than 7 million Minecoins and experienced a 13.8% increase in recycled e-waste since the launch of the campaign. Watch the case study here.
Watch
The work
