Picture the scene – you’re driving down the M5 towards sunny Torquay, and the CIWM (Chartered Institute of Wastes Management) annual conference and exhibition. The traffic slows and to your left is a field of approx 60 wheelie bins painted as cows. It’s designed to cause a stir – and it certainly did!
In June 2007 Cloud 9 were tasked with quickly generating awareness of a niche recycling product to a very specific audience – who would all be driving down the M5. With a VERY modest budget. A plan was hatched!
Mindful of the regulations (and health and safety issues) surrounding advertising on land adjoining the motorway network, we had to carefully weigh up the potential risks, and decided on a rather ‘passive’ approach.
A herd of approximately 60 wheelie bins painted as cows appeared within half a day and for such a small investment the response was quite shocking!
Coverage appeared in local and trade press, on social media sites and were even discussed on Terry Wogan’s breakfast radio show.
Additional Information
Our work also included a press advertising campaign and a micro-website to help promote the product further.
Additional Coverage can be found on...
