As the China construction machinery industry suffered from overcapacity and the country faced mounting environmental problems, Volvo Construction Equipment (Volvo CE) carried out its “Trash to Treasure” Up-Cycling Design Arts Campaign to bring its core environmental values to life both for the industry and the general public.
“Trash to Treasure” was a completely new endeavour not just for Volvo, but for the entire industry. It invited the public to transform Volvo CE’s scrap parts into art pieces, igniting public appreciation for both design and recycling. The campaign ended with the art pieces put on display at an exhibition and ceremony shared across experiential, traditional, social and digital channels.
The campaign resulted in an increased share of the brand’s online voice; far reaching PR, social and digital mileage; a high return on investment; and improved brand perception across a wide range of stakeholders both within and beyond the industry.