The overall campaign ran across several mediums including press, radio, outdoor, PR, on line and direct marketing.
The initial strategy was to position Mr. Binman as a good value alternative to the incumbents. By tapping into the national mood for change and using the strap line ‘Make the change today to the green revolution’. Mr. Binman adopted a specific ‘revolutionary’ theme and a ‘Russian revolution’ design style.
Following the success of this campaign Mr. Binman evolved the message and changed its strategy to a softer, community image. The strap line evolved to ‘Join the Mr. Binman family today’ and the branding also switched to a more ‘green’ image.
The radio campaign had a particularly potent effect and tied in with some well known famous families – and one, in particular, that celebrated a certain wedding recently!
Big congrats to Account Director Jonathan and Designer David!!