Challenge:
Recircuit needed to overcome consumer skepticism about the quality of refurbished computers and establish that their products are as good as new. The challenge was to address this perception in a way that would be memorable and engaging.
Insight:
Consumers associate “refurbished” with being second-rate or used, even though refurbished computers often meet the same standards as new ones. Humor could be a powerful tool to challenge this misconception while making the brand more relatable.
Opportunity:
To create a humorous campaign that juxtaposes the quality of Recircuit’s refurbished computers with items that truly should not be recycled, emphasizing the distinction.
Solution:
I developed a funny, tongue-in-cheek campaign centered around a fake commercial about recycling toilet paper, delivering the message that “some things shouldn’t be recycled—but computers aren’t one of them.” This approach used humor to break through consumer bias and highlight the value and reliability of refurbished computers.
Results:
- The campaign resonated with audiences, generating increased brand awareness and positive sentiment.
- Successfully repositioned Recircuit’s refurbished computers as a smart, high-quality alternative to new products.
- Enhanced consumer trust in the brand through a creative and memorable approach.
