Product: Plastic Industry
Title: The Plastic Museum
Media: Experential, Event, PR 2.0, Social Media, Direct Marketing, Website
Date Of Campaign: 08/05/21
Background: Plastic has been criticized for years for being perceived as being a harmful material for the environment. On 02/21, sentiment analysis showed that the conversation around plastics was 62% negative and only 8% positive. This perception influences consumption and has a reputational effect that becomes tangible in legislative changes that impact the business of plastic producers.Faced with the prevailing narrative that "plastic is bad" - (All) plastic is (always) (completely) bad" - in which there is no room for nuance or doubts, a gentle approach to communication (press releases and minor initiatives) may be correct, but ineffective.Which is why companies that work with plastic innovate to offer green solutions that promote the circular economy, but society is oblivious to these efforts. For this reason, EsPlásticos, the association that represents the plastic value chain, undertook a rebranding strategy to offer an alternative story based on scientific rigor that balances out the conversation by demonstrating that sometimes plastic is not only necessary, but it can also be the most environmentally friendly solution.Objectives1 - Tell an alternative story about plastic: The problem isn't plastic, but what we do (or don't do) with it. 2 - Improve society's positive sentiment towards plastic up to 30%.3 - Achieve earned media for an EAV of €500,000. 4 - Have our own message when the media broach the subject.5 - Impact public opinion and political and regulatory bodies.
Idea: The first museum in the world that opened its doors in anticipation of closing them. And recycling them.Built entirely - walls, ceilings, floors - out of modern and sustainable plastics. After its closure, the whole museum was recycled to become its own merchandising and a book that tells its story. For the first time, a museum was dedicated to promoting the proper use of plastic and improving its reputation. It was open to visitors in Madrid from May 8 to 17, World Recycling Day, and displayed inside was everything from a bionic hand and a respirator to a bicycle made with recycled plastic.
Results: The positive sentiment of the conversation went from 8% to 72%, and the negative from 62% to 25%. More than 3,200 mentions on social media. Source: BrandWatch• 126 media impacts, including all general media outlets, worth €1.1 million in earned media, doubling the goal. • A total reach of 61.5 million thanks to The Plastic Museum being featured in high-reach media and websites and receiving international coverage. • We got policy makers, academics and stakeholders to visit the museum:• Mayor of Madrid:“This museum should allow us to realize that plastic in and of itself is neither good nor bad, it depends on how we use it. And so we acknowledge the importance of reducing, recycling and reusing plastic”. Jose Luis Martinez-Almeida • Councilor for the Environment and Mobility of the Madrid City Council: “It's a short-lived museum that advertises and raises our awareness of sustainability”. Borja Carabante• Spokesperson for the European PP in the European Parliament:"We need more initiatives like this one that can make a difference". Dolores Montserrat • General Director of Industry and Tourism of the Ministry of Industry:“After seeing the museum, I went back to the office with some interesting ideas”. Galo Gutierrez-Monzonis• Senators and Representatives of PSOE, PP, Ciudadanos, PNV and Vox:"I am on the Commission for the Ecological Transition and it's clear that we have a lot to do". Herminio Sancho - Representative in Spain's Parliament• Professors and lecturers from several Madrid universities: "The idea of building a 100% recyclable plastic museum, and the story behind it, is amazing". Julian Lumbreras - Polytechnic University