Some details
Summary
A multi award-winning integrated pan-European campaign that encourages audiences to ‘Take a fresh look at steel for packaging” and includes exhibitions, video content, public relations, social media, infographics, brochures, a regular e-newsletter and digital advertising.
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APEAL: the Association of
European Producers of steel for packaging, is a federation of the four major producers of steel for packaging. We work with Apeal to promote steel as the ideal packaging material for a circular economy.The Pelican approach
The campaign was launched at Interpack, the largest packaging trade show in Europe. A dedicated APEAL stand at the centre of the show’s Metal Pavilion encouraged visitors to ‘Take a fresh look at steel for packaging’.
A wide-ranging social media campaign on Twitter, LinkedIn, Facebook and YouTube has delivered key messages about steel packaging’s record recycling rates, CSR credentials and design possibilities.
Content creation has played a key part in the campaign with an animated video explaining why steel is the ideal material for the circular economy, the design and production of a 24-page brochure celebrating the association’s 30th anniversary, plus infographics, memes, blogs and digital advertising.
All this was supported by targeted media relations across Europe with titles in the packaging and environmental sectors to generate awareness with audiences less active on social media.
The results
Dozens of journalists attended the Interpack stand which resulted in Europe-wide media coverage for APEAL and allowed the association to communicate its key messages more effectively than ever.
APEAL’s media profile has almost trebled since the start of the campaign from circa 60 pieces of editorial in 2014 to almost 170 cuttings in 2018. Europe-wide press coverage in major packaging, and recycling titles has included The Canmaker, CanTech International, Letsrecycle.com, Euractiv, Opakawanie, Neue Verpackung and Packaging Europe.
