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VARTA
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How they exceeded the brand recycling target by 1500%
Let’s face it, batteries and recycling aren't exactly the topics you'd bring up to spice up a dinner party. But when VARTA met Bower, sparks flew, and the 'Impact Challenge' was born!
Direct consumer interaction through 'Impact Challenge'
93/100
VARTA consumer satisfaction score
13.000
Recycled batteries within 7 days
1500%
Exceeded brand recycling target
2023
ABOUT VARTA
VARTA is a brand that is synonymous with high-quality batteries. With a history that dates back over a century, VARTA has become one of the most trusted names in the battery industry. The company specializes in producing household batteries for end customers, including household batteries, accumulators, chargers, portable power (power banks) and lights as well as energy storage devices.
VARTA's sustainability efforts extend beyond production and into the recycling of batteries. The company recognizes the importance of responsible disposal of batteries. Hence, they teamed up with Bower to drive awareness to correct battery recycling among their consumers.
Making recycling batteries fun
The Impact Challenge with VARTA Batteries allowed the brand to interact directly with Bowers users. It's an expansion of our reward system boosting activation, retention and increased recycling.
But let's rewind: VARTA Batteries recognized that the recycling rates for batteries are low, with only 50% of all batteries being recycled. This low rate is concerning for environmental reasons, as batteries contain hazardous materials that can cause harm to the environment if not disposed of properly.
To address this issue, VARTA Batteries began searching for ways to increase the recycling rate of their batteries. And that's when Bower came into the picture. The Bower app doesn't only reward consumers for recycling but also developed features that gamify recycling. One of those is the 'impact challenge' feature.
Creating a Perfect Match: VARTA Batteries and Bower Collaborate to Revolutionize Battery Recycling.
In a harmonious partnership, VARTA Batteries and Bower joined forces to craft an innovative battery recycling challenge. Bower, in particular, stepped up their game by introducing a cutting-edge tech solution within their app, enabling users to scan items, including batteries, even if they lacked barcodes.
Over a span of two exciting weeks, participants were generously rewarded with an extra 10SEK for their commitment to recycling batteries. This engaging initiative featured a dynamic game plan, incorporating brand activation strategies such as in-app push notifications, a newsletter feature, and a well-received presence on organic social media channels, reaching out to a vast user base of over 380,000.
To ensure that consumer participation was as seamless as possible, we introduced user-friendly 'campaign stations' within our app. These stations not only pinpointed recycling locations on the app's map but also highlighted convenient store collection boxes, including those at popular outlets like Teknikmagasinet.
Don't ever say recycling and batteries - or recycling batteries - are boring again. Within 7 days, the challenge was "sold out". Our Bowies (as we call our beloved app users) recycled over 13,000 batteries and exceeded the aimed campaign target by 1500%.
This initiative didn't only raise awareness to reduce the environmental impact of batteries but also drove the repurchase of rechargeable batteries.
While the collaboration was executed in Sweden only, it serves as the best practice for all of VARTA's markets, starting with Norway.
Visual Project Highlights
Social Media Announcement
In-app sneak peek
VARTA x Bower
Start your success story
Interacting with your consumer can be a challenge. Team up with Bower to make it the right kind and engage your customers with recycling challenges.
