Braskem at Rock In Rio: Making plastic Rock

In order to reinforce its commitment to sustainable development, the brand encourages the correct disposal of plastic items at the world’s largest music festival

Braskem took Recycle Rock Braskem to Rock in Rio. The initiative, with the slogan “Making plastic Rock”, was developed by Publicis and proposes that, by means of plastic waste collection stations, the participants exchange recyclable items such as plastic cups, snack and chocolate packages, for points that are worth gifts.

The campaign worked on an incentive system that generates points to those who brought plastic waste to the collection stations. The points were registered in the taxpayer identification number (CPF) of the participant, who could exchange them for products related to a good experience at the festival, such as: protectors for cell phone cables, bags, Lazy Bags (small portable inflatable beds) and even tickets for another day of the event.

“Through another great action, we are reinforcing our commitment to sustainable development and the circular economy. Rock In Rio is the largest music festival on the planet and making this large audience aware of the correct disposal and circularity of plastic is very powerful,” explains Ana Laura Sivieri, Director of Marketing and Communication at Braskem.

Besides being ahead of the Recycle Rock Braskem action at the festival, the company invested in a 360° communication. The campaign was shown in live broadcasts on Globo, Multishow and Bis. Braskem is also investing in social media and in an outdoor media circuit from Tom Jobim / Galeão and Santos-Dumont airports to Cidade do Rock.

“Braskem is present in the lives of thousands of people every day. We understand that bringing the message of awareness to people is very important. That’s why the communication was structured to do this in a genuine and effective way, promoting changes that transcend the festival,” explains Dani Ribeiro, ECD at Publicis.