Vodafone Australia partners with Samsung on a new campaign, Big Life Switch, encouraging consumers to recycle their home electronics. The mobile telecommunications company will host three big events across the country, where consumers will be able to dispose their old gadgets for a chance to receive a brand new Samsung Galaxy S4.
The activation, developed by content and experiential marketing agency 3rdSpace from Sydney, includes an dramatic video, a campaign on Facebook and a series of events in Sydney, Brisbane and Melbourne throughout July 19-26, where people will be trading off their old electronics. Consumers also can share photos of the gadgets they want to recycle using the #BigLifeSwitch hashtag.
The spot tells the story of one couple, who had their life turned upside down one day. The girl starts crashing all the entertainment electronics in the house, including a desktop computer and a TV. After the work is done, she gives her shocked partner a Samsung Galaxy S4 as a “life companion,”, a better single alternative to the variety of gadgets. Similar to the guy in the spot, participants of the live events will be able to get one of three Samsung Galaxy S4s in the draw.
“It’s shocking to think that last year only one in 10 Australian e-waste items were being recycled, when about 16.8 million TVs, computers, printers and other accessories were being thrown into landfill,” commented Kim Clarke, Vodafone’s chief marketing officer. “I am proud that Vodafone offers an Eco-Rating for mobile phones allowing consumers to make an informed choice about the environmental and ethical performance of many of the phones we sell.”