ABOUT

Background:
Despite awareness around recycling, most people don’t really think about waste. (Other than what day they should take out their bins.) Biffa - one of the UK’s largest and most innovative waste management companies for businesses and organisations - do so much more than take away waste. But before we unpacked how much more, we needed to capture people’s attention and make them actually care.

Solution:
We needed to get people to look at waste differently. To see it not as a nuisance, but an opportunity. Thus, “What iff” was born, a strategic proposition with the Biffa brand right at its heart, taking the ‘iff’ from their distinctive logo. This was our springboard for a 360, B2B brand campaign to tell their full story – challenging perceptions and showcasing Biffa’s circular economy chops: reducing, reusing and recycling waste to create value for their customers and help them leave a smaller carbon footprint.
We grabbed our high-vis, hopped in a minivan and shot two films, grabbing portrait photography and campaign stills along the way for 48-sheets, Tube Car Panels, press ads, targeted digital and social media, each asset with its own compelling, curious ‘What iff’ headline that forced the viewer to rethink waste. The client was so happy, that the next phase included three more films and an extensive stills shoot.

Results:
We made a low-interest category extremely interesting indeed, with 13.5 million views, a view-through rate that was 14% higher than benchmark, and a digital click-through rate that was 5 times higher than benchmark. After seeing our What iff campaign, 87% had a positive perception change of Biffa and 37% classified Biffa as their “First Choice” of waste management partner (an increase of 9%). All in all, with a modest budget, we highlighted Biffa’s role in driving the circular economy and their impact beyond bin collection as a progressive partner for businesses looking to create value from their waste.