Launch campaign for Ecozone Mechelen
Successful launch of first Ecozone
bpost
E-commerce is growing every year, as is its impact on the environment. To reduce that impact, bpost is transforming bigger cities in Belgium into 'Ecozones'. Cypres was responsible for the launch campaign of the first Ecozone in Mechelen. With success!
Ecozone, what’s in a name
An Ecozone is an area where bpost creates a dense network of Pick-up points and Parcel Lockers, and where postmen deliver all parcels, newspapers and letters 100% emission-free.
Mechelen: pilot project and first Ecozone of Belgium
bpost installed no less than 27 additional Parcel Lockers in Mechelen. Together with the existing Parcel Lockers, Pick-up points and the Post Office, Mechelen residents can now collect their parcels at 57 locations in and around Mechelen. Additionally, all combustion-engine vehicles were replaced by electric cars and electric bicycles with innovative trailers.
Launch campaign for Mechelen residents
In an Ecozone, behavioural change is the key to success. We had to make Mechelen residents aware of the Ecozone, encourage them to use the Pick-up points and Parcel Lockers, and convince them to collect their parcels on foot or by bike.
Sjikke dinges! Edde zalis oatgeprobeerd?
To create curiosity and buzz, we wrapped the new Parcel Lockers in a teasing message and distributed a flyer in Mechelen. This was followed a few weeks later by a second flyer on how to use the new Parcel Lockers. Along with the official opening of the Ecozone, we launched the website with all the details about Ecozone Mechelen.
As this is a local campaign, we chose to communicate (partly) in the Mechelen dialect. Not only does this attract attention, but it also reinforces the idea of the 'closeness' of the Pick-up points and Parcel Lockers.
Launch campaign for webshops
To make Ecozones a real success, online shops need to offer their customers the option to pick up deliveries at Pick-up points and Parcel Lockers. So, we also had to convince webshops.
Sustainability in the spotlight
We pointed out to webshops the importance of sustainability in e-commerce. If we want to make e-commerce more sustainable, they should (1) offer deliveries at Pick-up points and Parcel Lockers and (2) encourage customers to choose these delivery methods.
Therefore, Ecozones became a recurring news item in bpost's B2B newsletter. Aside from blog articles, we produced a whitepaper on the Ecozone concept. It highlighted various aspects: how do Ecozones make e-commerce more sustainable, what are the benefits for consumers and webshops, how can you integrate Pick-up points and Parcel Lockers in your webshop, etc.
Ecozone Mechelen, a success
The launch of the Mechelen Ecozone was a success. Not only did the adoption of Pick-up points and Parcel Lockers happen twice as fast in Mechelen compared to the rest of Flanders, but there were also very few people who picked up parcels by car.
of Mechelen residents remember the campaign (benchmark: 53%)
realise that collecting parcels is more environmentally friendly than having them delivered at home
of users are very pleased with the new Parcel Lockers
travel to the Pick-up points and Parcel Lockers on foot or by bike
