Paintback, as a world-first and industry-led initiative, is taking Australia's unwanted paint and packaging’s colourful past to a brighter future of responsible disposal and innovative reuse. But as a new and unknown entity in the paint recycling sector, it needed to generate public awareness and drive behavioural change of key audiences when it came to dealing with the disposal of paint waste.
The campaign positions Paintback as enabling audiences to believe “The power is in your can” and was created to have them think that there is an environmentally responsible way to dispose of, and recycle, their paint waste.
It also enables them to know that they’re enabled to manage their paint's life-cycle and understand when it’s more effective
to recycle it vs. store it indefinitely. Extensive qualitative research and stakeholder interviews & workshops provided a thorough
understanding of the media consumption and behaviours of our customers - allowing us to select the strategy necessary to provoke
an intent to act in populations located around our drop-off sites.
Using long-format brand and retail spots, online content, digital, press, and radio; the fully integrated campaign has built the brand's awareness levels, and reframed audiences understanding of the actions required when looking to dispose of their unwanted paint.
The central requirement of the campaign has been to drive consumers online to find their nearest collection points, leading to real world action; measured through collection of paint. Results thus far are; Website traffic has increased by 389%.
Have appeared in 82.13% of relevant searches within target radius of collection sites. Collection data has shown a 39.6% increase in paint drop off since the start of the campaign