AO - Recycling the AO way

Addressing the recycling awareness gap and reducing irresponsible
disposal of white goods.

Challenge:
Despite significant investment in Europe's largest recycling facility, AO customers were largely unaware of their services, often choosing less responsible disposal methods for white goods.

Solution:
The "Recycle the AO Way" campaign, featuring the "It All Starts with a Click" film, promoted responsible recycling and AO's services. Partnerships with LADBIBLE, ITV News, BBC, and a CBBC competition broadened reach. 

Results:
The campaign (375K+ film views and extensive TV coverage) raised awareness, positioned AO as a recycling leader, and drove a 6% YOY increase in units from all over the UK entering the facility, and not ending up on the streets