27 March 2009
Scrap your campaign. VW and the German government have had a better idea.
German carmakers have been offering a discount on new cars to consumers who bring in their old vehicle for scrap metal. "There has never been a state promotion that has had such a positive effect as the scrapping bonus," said Robert Rademacher, president of the German Association for Motor Trade and Repairs.
Trust the Germans to think of a recycling campaign to drive sales. It’s already a nation of avid recyclers, claiming money back on empty bottles, glass yoghurt pots and drinks cans. Mobile phone makers use the same ploy in the UK – perhaps other industries could follow suit, boosting their eco credentials with campaigns promoting old-for-new.
Just like the old carrier bag penny-back at Sainsbury’s, you could have cashback at bring-your-own-mug coffee bars, own-lunchbox takeaways, money back on yesterday’s paper or discounts on clothing in return for vintage wear.
Of course, there are some things it’s just better to throw away…
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