The Challenge

People may generally have an understanding of the rPET bottle. Yet, they cannot link it up to their daily life and refuse to engage such content or information as they think those topics of environmental protection and sustainability are boring. rPET, the continuous recycle concept itself is difficult to be conveyed to the public, as the public already has a misperception on plastics recycling idea and practices.

The Objective

Build brand’s reputation on sustainable environmental protection Strengthen the concept of rPET bottle among the public (rPET is made from plastic that was previously used as packaging, then recycled and processed to create new bottles. Hence, once used, the rPET bottle can be continuously recycled which helps reducing plastics wastage and benefits to the environment.) Initiate audience’s engagement Nurture brand loyalty

The Solution

Associate the bottle’s cycling motion in the air with the cycle in recycling process, in order to stimulate audience’s thought of continuous recycling i.e. making use of the symbolic meaning of flipping rPET bottle (turn over) to correlate the Watsons Water bottle with the concept of continuous recycling. Use virtual game to encourage audience to engage in flipping bottle and its addicting game also topped with a delight of self-accomplishment. What’s more , participants are encouraged to share the game to friends in social media by giving them bonus marks via the game. 3) Using humorous and personalized content in the virtual game, in order to reinforce the message and encourage participants to share knowledge on their social media channels. 4) Leverage the publicity of KOLs to broadcast the rPET concept to a wider audience on social media. They are invited to join the Flip Bottle Challenge in real life, so as to spread the flipping bottle gaming atmosphere and create interesting and exciting video content among various groups of audiences to increase reach of rPET concept in social media.