Pub Case studies

Wincanton plc – Are WEEE Ready?

Overview

The ‘Are WEEE Ready?’ activity was a three-year PR campaign launched by Publicasity on behalf of Wincanton during March 2005. The campaign came to its peak in July 2007 when compliance with the European Waste Electrical and Electronic Equipment (WEEE) Directive was made mandatory within the UK. The campaign ended in March 2008.

Objective

As a leader in European supply chain solutions, and following its acquisition of P&O Trans European, Wincanton began to look at recycling as a strategic part of the supply chain. In 2005 the company commissioned the construction of the UK’s first WEEE recycling plant to sit alongside a fridge processing site acquired as part of the P&O takeover.

The site represented a £4.5 million investment for the company and a significant shift from Wincanton’s transportation and warehousing roots. Publicasity’s objectives were two-fold:

  • Drive sales leads
  • Make Wincanton synonymous with WEEE recycling
  • Help fill the WEEE plant

In order to meet these objectives we needed to reach:

  • Electrical retailers such as Comet and Argos
  • Electrical Manufacturers such as Electrolux
  • Industry bodies and compliance schemes including Defra, Valpak, The BRC, The Environment Agency and Remploy

Method deployed

Publicasity’s response to the brief was three-fold:

  • Raise the profile and take ownership of The WEEE Directive – highlighting its likely impact on businesses
  • Launch the Wincanton WEEE plant and position as the leading authority

In response to the Government delay in introducing the Directive, Publicasity seized this opportunity to build a PA campaign to speed up its implementation

Creativity / originality

The originality of the campaign came from not directly promoting Wincanton and its WEEE capabilities, but by focusing on raising awareness of the WEEE Directive and its implications for businesses. In doing this, we were able to introduce Wincanton as a third party, able to offer advice and comment on the legislation.

Outcome / results


  • On-going, mass coverage generated amongst key media sectors through news generation, proactive briefings and feature development and contribution – National and Broadcast, Grocery and Retail, Electrical, IT and Computing, Local Government, Local Authority and Environmental
  • Journalist launch event hosted at the Billingham WEEE plant on 9th February 2006 - attended by journalists from The Independent, The Observer, Environment Business, LAWE, Retail Week, Works Management and MRW
  • Broadcast coverage highlights included ITV News at Ten, BBC Radio Five Live, ITV Tyne Tees
  • Coverage value - £1.2 million
  • Opportunities to see – 14 million
  • Sales leads generated with companies such as Argos and Comet

Relation to objectives and cost effectiveness


  • ROI – 38 X
  • Cost per person reached – 0.002p

Client quote:


Gordon Scott, managing director, Wincanton, comments on the success of the campaign:
“As a direct impact of the PR campaign, Wincanton went from being a newcomer in the electrical recycling sector to the thought-leader.

“To date the media coverage alone has resulted in numerous new contract leads which have subsequently been converted into contracts for the business from Comet and Argos to name but two. In addition, we are now enjoying regular dialogue with the relevant regulatory authorities across the UK, we are being asked by the media to comment on the WEEE Directive and to attend relevant sector events as speakers.”