Global mining company Sandvik’s recycling program for worn-out drilling tools was struggling. Despite the urgency, only one in three customers signed up. To increase participation, Stendahls flipped the decision process and included recycling with all sales, making opt-out the only option. As a result, the campaign became a giant call to inaction. To fully convey the calming benefits of participating in the program, the initiative was launched in an hour-long guided meditation video. The initiative not only drastically increased participation overnight, but also proved that sometimes, doing nothing can be the best way to make a difference.
“Call to inaction” skyrockets participation in Sandvik’s recycling program In a bid to save a rare mineral from depletion, creative agency Stendahls had Sandvik, a key supplier in the global mining business, create the world’s first opt-out carbide recycling program. The initiative shows that sometimes, doing nothing can be the best way to make a difference. Tungsten, a rare mineral used in electric vehicles and smartphones, is expected to run out within 40 to 100 years. Global mining supplier Sandvik launched a free recycling program in 2013, aimed at recycling used tools that contain tungsten, but despite the urgency, only one in three customers joined. “Sandvik asked us to increase participation in the program. Their sustainability goal is to collect 90 percent of used drill bits by 2025. That’s in two years, and today they only collect 30 percent. That made it clear that we had to make a big impact, and we had to do it fast”, says Karin Engdahl, Client Service Director at Stendahls.
Petter Bengtsson, Head of Marketing and Communications, Sandvik Rock Tools Division Anna Lindberg, Project Manager Marketing and Communications, Sandvik Rock Tools Division Stendahls Karin Engdahl, Client Service Director Håkan Hermansson, Client Director Mimi Svensson, Project Manager Tomas Amneskog, Creative Director Emelie Jonson, Art Director Josefin Fridlund, Art Director Oscar Livh, Copywriter Jimmy Svensson, Content Producer Peter Anderson, PR Ricky Vazquez, PR Production Stygn production, video Marcel Pabst, photo
Categories:Country: Sweden Also tagged in:
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