The principal theme of the campaign was to avail of Mr. Binman’s offer to collect the recycling waste for free, even if the household wished to stay with their current service provider. As such B2B Communications decided to adopt a specific ‘revolutionary’ theme and adopt a ‘Russian revolution’ design style. The design was used in the press, outdoor sites and pull up banners for their mobile sign up teams. This was complemented by a radio campaign that was written and produced to sound like an early 19th century Russian propaganda speech. It was also used in the PR where a Mr. Binman look-a-like posed with two female ‘cadets’ in army fatigues.

The central text was asking the households to ‘join the green revolution by making the change to Mr. Binman’. It touched three elements, the revolutionary theme, the greenness of free recycling collections and the current willingness of the public to ‘change’, ie. Political allegiance, purchasing habits etc.

The campaign was a huge success with 2,500 households accepting the offer of free recycling collections and 500 household signing up to make the change to Mr. Binman. This exceeded expectations by 25%.