Effies
Australia
How we Turned 10 Cents into a Million Bucks
Agency
TBWA\Australia
Client
VicReturn
Awards
Bronze
Not For Profit Organisations
Bronze
Positive Change
Finalist
Return On Investment - Social
Case Study
Summary
This is a story about the power of advertising to create value. In 2023, Victoria’s Container Deposit Scheme asked people to swap easy kerbside recycling for the friction of returning containers for 10-cents. Awareness was high, but participation lagged because the effort outweighed the reward. ‘Feel Like A Million Bucks’ reframed the value exchange: the real payoff wasn’t money, but feeling of. The campaign added 1.6 million new participants, increased returns by +24%, and diverted 363 million containers from landfill.
Case study
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Credits
| Marianne Doyle | Chief of Communications, Marketing and Engagement | VicReturn |
| Avril Redmond | Marketing and Communications Manager | VicReturn |
| Pippa Clark | Senior Marketing and Communications Specialist | VicReturn |
| Eloise Liley | Chief Strategy Officer | TBWA\Australia |
| Meg Broadhead | Senior Business Director | TBWA\Australia |
| Amy McKay | Senior Business Director | TBWA\Australia |
| Kiefer Casamore | Executive General Manager | TBWA\Australia |
| Max Reed | Creative Director | TBWA\Australia |
| Harrison Webster | Creative Director | TBWA\Australia |
| Virginia Pracht | Head of Planning | TBWA\Australia |
| Zac Martin | Group Planning Director | TBWA\Australia |
| Evelyn Hamlett | Planning and Investment Director | United Media |
| Chloe Tran | Account Director | CultureVerse |
| Alana Ryan | Client Manager | CultureVerse |