Step-change to shout about
With a long-standing programme to reduce carbon emissions since 2000, Grundon has continued to reduce emissions by almost 80% despite the business growing. As part of that commitment and the continual efforts to better their reductions, the next step after becoming the first of the major waste industry players to commit to a CarbonNeutral® fleet certification programme was to reduce the impact of their fleet even further. Grundon introduced an ultra-low emission hydrogen/diesel dual-fuel collection vehicle, two industry-leading electric forklifts and electric company vehicles, powered, in part, by customer’s non-recyclable waste.
As a significant point of difference, with such a massive effort to improve its carbon impact, it was vital to ensure that customers and prospective customers knew about this step-change in the Grundon offer. To support the launch of electric vehicles and continue to promote the sustainable credentials Grundon brings to an essential business service, ifour suggested a full, digital campaign.
Turning existing assets into marketing machines
The first step was to explore a unifying campaign theme and messaging, playing with the Grundon name by pulling ‘run’ and ‘on’ out of the name to highlight the brand and the vehicles that run on electricity on the ground. ifour then created concepts that felt on-brand to the core Grundon brand whilst allowing the campaign visual to support the context of the future-facing messaging across various formats.
Early on, vehicle wraps were chosen as an alternative to OOH advertising. Truck wraps would give Grundon moving billboards for free while electric collection vehicles went about their routes. The wrapped vehicles would spread awareness of the offer to businesses and the wider community, and they would do so in areas where Grundon already operates. This would allow more businesses locally to choose a sustainable waste collection service on their doorstep, further reducing the carbon footprint of waste disposal in the area.
Electrifying content that captivates
In addition to the vehicle wraps, ifour created a fully-fledged, multi-channel campaign that told the story of Grundon’s 20+ year carbon reduction programme, key milestones and the latest efforts to close the loop by using customers’ waste to power the electric vehicle fleet.
Through a combination of animated social media teasers to build anticipation with existing followers, snappy animated posts, longer-form videos, and an email series to highlight the exciting next steps, users are funnelled to the landing page to learn more about Grundon’s latest innovations.
Visitors follow the story of Grundon’s commitment to carbon reduction in a light-touch, interactive way through futuristic design elements and parallax scrolling on the landing page. The page draws visitors along a path that explains the journey so far before introducing the latest innovations and future strategies. The story of Grundon’s carbon reduction approach and aspirations, told in bite-sized messages, increases awareness of the offer and the passion behind these actions. This context also sets the stage for the central call to action, to request a quote through a simple form. This offers a low entry bar, encouraging visitors to learn more and start conversations about the concerns that matter when considering switching to a new waste management provider, such as cost, availability, and ease of transition.
