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Maison du tri

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Toward zero waste

Maison du tri

Group

Ecomaison

Market

House

The brand

Did you know that 93% of furniture in France is recycled?

This is the job of Eco-mobilier, an institutional eco-organism which collaborates daily with all furniture companies to ensure the second life of their products!

Eco-mobilier wants to go further and reach zero waste by 2030.

The challenge

Yet working with companies and having an institutional dialogue is not enough to achieve zero waste. Eco-mobilier needs to involve consumers to teach them the right actions! In order to address them, they launch a new programme called Maison du tri and find new ways to storytell its mission.

After 15 years in the corporate market, Eco-mobilier now needs to go “B2C” and find new ways to storytell its mission: a 360 shift in the communication of the company.

The objective

How can digital strategy turn a company about zero waste into a brand about people?

Sensibilizing on recycling isn’t about the product's life, but about people’s life

Two people who have finished making boxes

Sensibilizing on recycling isn’t about the product's life, but about people’s life

Empathy over guilt

We introduced Maison du tri through an insightful

guilt free film, explaining how the brand can help people feel better, rather than how they can help

“save the planet”.

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Creating useful content on a daily basis

We produced monthly digital content around people’s habits and concerns. Each content provides useful tips and ideas to improve their well-being as well as good habits & advice to reduce their impact. We chose a light-hearted tone of voice and a lifestyle / popular approach linked to the french passions; sport, cooking, gardening…

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A test & learn approach between digital communication and physical impact

1969 launched the nation campaign as well as local test & learn activations made to measure Maison du tri efficiency from social networks to actual recycling centers. We created drive-to-store digital campaigns linked to local events, in order to collect used mattresses and furniture in key 5 departments.