Campaigns: Technology - Recycling phones is right on the button

Campaign: Sell my old mobile phone
Client: Edward Robertson
PR team: Uniquethinking
Timescale: November 2010-February 2011
Budget: £1,500

Uniquethinking was asked by Edward Robertson, a web design firm based in the north of England, to launch a website for recycling mobile phones in time for the Christmas period.

Objectives

- To attract 5,000 unique visits to the site

- To position Edward Robertson as an expert in recycling mobile phones

- To make 200 sales in Q1 of 2011.

Strategy and plan

The PR team found that one million phones were being upgraded in the UK every month and that the UK was the worst recycler in Europe, according to the Institute for Public Policy Research. These figures were used as a national news hook. The PR team also found that Newcastle had been voted the most sustainable city in the UK. This was used to further boost media coverage, as the client was based in the north east. Uniquethinking also held a roadshow in a busy shopping centre.

Measurement and evaluation

The campaign generated 55 items online and was picked up by regional publications The Journal, the Northern Echo and the Evening Chronicle and Accent magazine.

Results

To date, there have been more than 7,000 hits to the site. The firm has made 400 sales and has been shortlisted for the internet prize in the North East Business Awards.

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