The One Show
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Category
Brand Partnerships
Annual ID
OS23_DM115M
About the Work
It’s estimated that the amount of e-waste generated last year was over 57 million tons, but only 17% of it will be recycled. Why? Old gadgets might seem like a worthless piece of plastic, but they are actually full of precious metals the world needs to produce new electric devices in a more sustainable way. To encourage people to recycle their e-waste, we tapped into the world’s largest community of miners and brought their favorite game into the real world.
Based on the insight that most of us have old or obsolete electronics in our homes, we teamed Elkjøp (the largest tech retailer in the Nordic countries) up with Microsoft (which owns the worlds biggest game Minecraft) to launch Urban Miner, an initiative that rewards Minecraft players with in-game currency for returning their e-waste. With the common goal of recycling e-waste, Microsoft and Elkjøp bridge the divide the physical and digital worlds in which their audiences exist, and transform people’s old devices into a source of value. And we did it with a really simple message: Be an Urban Miner. Your old gadgets are a goldmine. Recycle them and get Minecoins in return.
Urban Miner demonstrate the power of taking a well known game mechanic into the real world. Rather than admonish people for contributing to e-waste or hoarding old devices, our approach was to highlight the problem and offer an attractive solution with a built-in incentive. In the same way that the characters in Minecraft mine for materials to make something new, we got people to “mine” their old electronics. This approach engaged and harness the power of the entire Minecraft Community, and have 16 weeks after the launch become an e-waste mining boom. Gamers are flocking to Elkjøp stores all over the Nordic’s. Since the campaign kicked off, Elkjøp has received over 17 tonns of old gadgets, given out more than 9 million Minecoins and experienced a 13,8 % increase in recycled e-waste. Because of Urban Miners behavioural impact we are now asked to take a look at the possibilities to export the idea to the largest tech retailers in the UK & USA.
2023 Awards
Total Points: 3
Merit
Credits
Agency
NORD DDB / Oslo
NORD DDB / Stockholm
Production Company
House Agency / STOCKHOLM
Bsmart / Stockholm
Art Director
Jens Østrem
Copywriter
Ingrid Hvidsten
Creative Director
Andre Gidoin
Frank Nystuen
Director
Alexander Biörsmark
Executive Creative Director
Simon Higby
Producer
Julia Werme
Julia Andersén
Project Manager
Jorunn Wold
3D Lead
Lisa Abelli
Brand & Marketing Specialist Gaming
Nils Martin Øyo
Business Director
Aleksander Hetland
Client director
Paulina Draganja
Client Manager
Emma Gauci
Commercial Coordinator
Henning Nystad
Creative Producer
Robert Fernstedt
Integrated Marketing Manager
Sam Brody
Nordic Brand & Marketing Director
Christian Erga
Nordic head of PR & Communication
Jan Christian Thommesen
Sales Director Computing
Farshad Samsami
Senior Art Director Gaming
Martin Johansson
Senior Brand Manager
Harry Elonen
SENIOR PRODUCER
Christine Platon
Senior Product Marketing Manager
Jeff Rivait
VFX Lead
Pär Wahlund
Xbox Category
Nicholai Hamre
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