Recycling to Promote Recycling: Sony’s Re-Used Ad Imagery
I spy a clever ad campaign and a brand that is taking the lead in addressing an industry-wide problem. Sony Electronics is re-using images from the 1970s, of quaint products like turntables and Beta video recorders, to promote its e-recycling program (and they are partnered with Waste Management Recycle America).
Why does this work so well? The images are so retro, they really demand a second look. Plus, electronics recycling has become SUCH a major issue that consumers are anxious to participate in programs like this one. (Our local Apple dealer, Small Dog Electronics, hosted one such event earlier this year and saved 125 tons from heading to the dump – up from 55 tons the year before!)
While Sony (or Waste Management) may well not be able to claim sustainable business practices through and through, they seem to be getting a start at it. In this case they ARE wisely leveraging cause marketing to raise brand awareness, and at the same time providing customers with a service that is relevant to their growing interest in environmental responsibility.
The definition of a win -win.
P.S. For more on this, read Laurie Sullivan’s article in MediaPost. And, I give this ad campaign an A for concept and execution.
