Talking trash has never been so fun.
The situation wasn’t funny. Small business owners felt that Waste Management was a cold-hearted corporate giant. So not true. We knew business influencers were big golf viewers, so we created a gallery of seriously silly “Spokes-Bins” and set them loose on-air during the Waste Management Phoenix Open’s network broadcasts, and on-course during the actual event.
“Monotony”
The idea of reliable service may seem boring to some, but these dumpsters see the glory in it.
“Choke”
Plastic grocery bags kept gumming up WM’s recycling machines, so we let our talking bins teach folks where to put them.
“Ride”
The life of a garbage bin has its ups and downs, but it’s all good.
JumboTron: “Fore”
Giant screens around the tournament course sported a variety of recycling and tournament messages.
Pairing Guide Ads
Tournament programs and daily pairing guides reminded attendees to keep their recycling clean while at the “Greenest Show on Grass.”
Astros Ad + GolfNOW Pro Ad
The WM “Spokes-Bins” continued to spread personable messages across a variety of sports outlets
Humor scores a hole-in-one.
Post-broadcast research showed significant lifts for Waste Management among small-business owners and corporate decision makers.
The lead analyst remarked: “You guys have hit on something special with this campaign. We’ve never seen favorability numbers like this!”
Writing tasks for WMPO included:
On-course educational signage
Scripts for on-air segments featuring WM C-suite execs
Program ads and daily pairing guides
Program inserts
Videos featuring Golf Channel on-air personalities, WM execs and educational content
In-stadium digital banners for the famed 16th Hole
Direct mail and email invitations to the WMPO Pro-Am tournament
Environmental signage for on-course hospitality suites and Green Rooms
Speech writing for CEO welcoming event