Cactus S.A. Luxembourg aims to educate kids in a light and fun way on sustainability and to increase awareness of this topic. As the customers of the future, kids can learn today how to act to preserve nature – and continue later in life. Furthermore, it is important that the set-up of such campaigns is connected to local nature, to make it as relevant as possible for Luxembourg customers.
In close cooperation with Cactus, Boost developed the ‘Mega ÖKO-Gang’. The tailor-made sustainable licensed campaigns and stories involve a team of animals with superpowers (and their villain counterparts) that help kids to protect nature. Each chosen animal has its natural habitat in Luxembourg and each is connected to one of the themes that Cactus wanted to highlight in the campaign, such as food waste, biodiversity and water protection. Their highly popular mascot, Yuppi, was given a special guiding role in all campaign activities.
In 2019 the Mega Öko-Gang made its entrance in Luxembourg, educating kids about sustainable topics with a sticker album. In addition, the Mega ÖKO-Gang app was developed to enhance playability and bring the special Mega Öko-Gang characters to life in augmented reality. In 2020 they returned, taking kids and their families into Luxembourg woods for fun and educational activities. In 2021, the third Mega Öko-Gang campaign focused on local farms, educating kids on where their food comes from, with a new hero – Ricky the Border Collie.
The commitment from Cactus to running this sustainable loyalty campaign for three years with the Mega Öko-Gang already reflects its success. The campaigns were highly successful and appealed to both boys and girls. Kids indicated that they wanted to learn about the environment and appreciated the characters and the fun twist. Participation was extremely high and awareness in Luxembourg as a whole rose to almost 75% with the first campaign alone. The campaign contributes to the local and sustainable image of Cactus and shows that a tailor-made licence can be even more successful than well-known movie licences.
– Long-term approach with three years of Mega Öko-Gang
– Awareness up to 75%
– Participation rate of more than 70%