This project began as a pitch of bold ideas, centered around the findings of Telstra’s Environment Strategy, that outlined Telstra’s interest in electronic waste (e-waste) management.
Working with Telstra’s Senior Sustainability Advisor and members of Telstra’s business marketing team, we pitched then defined the parameters of a Telstra business customer ‘pick up e-waste recycling’ program with the purpose of piloting a first for an Australian telecommunications company.
The outstanding volume of e-waste reclaimed and recycled during the pilot period vindicated our approach.
Our Telstra eCycle campaign was recently judged as a finalist for the UN World Environment Day Awards. We eagerly await the final result.
To get a better understanding of the issues surrounding e-waste recycling, we visited a number of Telstra Business Centres (TBC). This helped us to define key Telstra customer and licensee processes, enabling the development of a strategy, striking the right balance between encouraging time-poor business owners to recycle their e-waste and not burdening their TBCs. Requiring new material to drive campaign imagery and language, we came up with: “We take your electronic goods, bads and uglies” this added a light-hearted touch to the campaign message.
We also directed a photoshoot to ensure the right blend of e-waste electronics was represented – most of which we had (perhaps tellingly) laying around our office. The resulting images were widely used and gave life and light to the campaign collateral. The end product was a lively and engaging suite of materials comprising of custom designed point of sale units, eCycle collection boxes, document folders, letters, flyers, strut cards, pull up banners, posters and brochures – delivered and piloted across Australia.
“Striking the right balance between encouraging time-poor business owners to recycle their e-waste but not burdening Telstra Business Centres was crucial to the program’s success.”
Getting inside the head of a user:
Our user experience (UX) knowledge proved invaluable when designing the PRC website. We workshopped methods to streamline content and make the user's journey as intuitive as possible.
Having worked extensively with the brand prior to the website, we were able to easily adapt elements which we had previously created for a broad range of collateral. Elements such as iconography and infographics filled the void of imagery and provided visual relief to text intensive areas.
Leaving no stone unturned
To ensure both client and designer had a perfect understanding of functionality, we created each individual page in Axure before providing assets and copy to our web developer for the final build.
PRC were delighted with the end product. Their new website allows them to target and fulfill their marketing goals, while demonstrating their reputation for excellence and professionalism in the wider research community.