Campaign: Call of Cleaning Duty
Brand: Ocean Saver
Homecare generates more than 29 billion plastic containers each year
Typical cleaning brands sell you 90% water and involve 12x trucks more than a concentrated solution.
Young people care about the environment. Uni students in quarantine were dedicating more time to cleaning, although they were unable to shop for supplies.
Ocean Saver, a company that sells plastic-free cleaning solutions, targeted a dorm of 160 Glaswegian students in quarantine for Covid, providing them with a "fighting pack" and letter.
The initiative turned cleaning into gaming!
Different colour kits featured different cleaning products, as well as replicated dedicated filters on Ocean Saver's AR filters for Instagram (67% of Instagram users are 19-27). The filters transformed students into OS Fighters for the Call of Cleaning Duty.
The initiative raised awareness of the brand, as well as let them try the product.