Braskem takes plastic waste collection stations to the Lollapalooza Brasil festival, where participants will be able to exchange discarded items for points that are worth gifts. The action, developed by Publicis, aims to raise public awareness with the motto: Plastic transforms music, and at LollaBr we transform plastic.
According to Ana Laura Sivieri, Marketing and Communications director at Braskem, the action seeks to make people aware of disposal and reinforces that plastic has revolutionized the music industry. According to her:
“Without plastic, there’s no vinyl, guitar, pick and speakers. Without plastic there is no music as we know it. We want to raise awareness about the correct disposal of waste using these messages, offering a different and attractive experience for people at the festival. Plastic transforms music and we transform plastic, sending it to recycling”.
At the 4 Rock & Recycle by Braskem points, discarded plastic materials will be collected. The Rock & Recycle Stores by Braskem will be the spaces for exchanging points for gifts. One will be located at the track and the other at the Lolla Lounge.
The dynamics will work on an incentive system, which generates points for those who take their recyclable waste to the collection stations. The accumulated points can be exchanged for music-related products. Snack packaging, cups and bottles will be accepted, and each exchange will be worth one point.
The gifts will be defined according to the accumulated score. From two points, the participant can make the exchange, being able to receive: straws, raincoat, vinyl, visor, ticket pairs for the remaining days of the event and even access to Lolla Lounge, VIP area with open bar and food, after party, view of 2 of the 4 stages.
Dani Ribeiro, Executive Creative Director at Publicis, explains that the correct disposal becomes a journey of experience. While recycling, the participant will be able to charge the cell phone, rest and even follow a “recyclemeter”. “We want to make the correct disposal of plastic at Lolla BR an experience that will teach people that the plastic that music generates can generate even more music”.
360º communication
In addition to being in charge of the Rock & Recycle area at the festival, Braskem is committed to 360º communication. There will be digital OOH wrapping with the campaign’s visual language on the CPTM line to the Interlagos station. There will also be live coverage of Multishow. Channel influencers Guilherme Guedes, Xan Ravelli and Dedé Teicher will cover the Rock&Recycle Store, showing how the action mechanics work.
According to Ana Laura Sivieri from Braskem:
“Everyone loves music. In addition to enjoying the festival, participants will be able to contribute to a much more sustainable Lollapalooza Brasil, and Braskem is pleased to be part of this story”.
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