Keep Us Fit, Pick Up Your…
That was the call-to-action for the City of Miami Beach’s “Keep Miami Beach Clean,” the city’s first-ever anti-litter campaign, that RockOrange conceptualized and launched earlier this year.
Targeting the younger, millennial generation and regional day-trippers, the campaign was aimed at getting people to make a connection between keeping the city fit by exercising common sense and tossing trash and recyclables in the right place.
The Fresh Ideas
Using real people who live in, work on and love Miami Beach, as the models for a series of visuals showing people how to trash their trash and recycle their recyclables while keeping fit, RockOrange created shareable content with made-you-look-twice taglines including “Keep Us Fit, Pick Up Your…” and “Keep Miami Beach Clean AF (and fit).”
The content was pushed out across multiple channels, online and offline, including: billboard style posters throughout Miami Beach, including buildings, bus shelters and on the back of buses; online via the City’s social media channels, and; in print and broadcast advertising spots.
Recognizing Miami’s diverse demographics, the content was produced in both English and Spanish language to make sure that the message was received loud and clear by everyone and that language wasn’t cited as a barrier to keeping the beach clean.
To amplify the campaign message further, RockOrange designed a character – Mr. MB Clean – that would personify and act as a visual spokesperson for the campaign. We took the character to a series of Miami Beach community events including Commissioner Michael Grieco’s Spring Break Cleanup, Winter Music Conference, Spring Break, Flotopia, Ciclovia and the Fire on the Fourth Festival and had him interact with the public for photo opportunities and to promote the campaign message.
The Solid Results
The campaign continues to be a huge success.
The ‘Clean AF’ semi-viral launch ads drove awareness, shares and heated discussions with over 200 thousand interactions in social communities. Overall sentiment was positive, with an article in Curbed Miami running a poll that gave the ads an 80 percent approval rating.
And Mr. Clean proved even more popular. Photos from the character’s appearances, combined with snaps of the ad spots have driven over 780 mentions online and 8.2 million impressions to date using the campaign hashtag, #KeepMBClean. Additionally, through the event activations over 10,000 people have been exposed to the campaign.
As Mr. MB Clean continues to attend events and the broadcast commercial rolls out on local and regional networks and during previews at South Beach’s Lincoln Road Mall movie theater, those numbers are only set to increase.