How they exceeded the brand recycling target by 1500%

VARTA is a brand that is synonymous with high-quality batteries. With a history that dates back over a century, VARTA has become one of the most trusted names in the battery industry.

VARTA's sustainability efforts extend beyond production and into the recycling of batteries. Hence, they teamed up with Bower to drive awareness to correct battery recycling among their consumers.

The Impact Challenge with VARTA Batteries allowed the brand to interact directly with Bowers users. It's an expansion of our reward system boosting activation, retention and increased recycling.

VARTA Batteries recognized that the recycling rates for batteries are low, with only 50% of all batteries being recycled. The Bower app doesn't only reward consumers for recycling but also developed features that gamify recycling — including the 'impact challenge' feature.

In a harmonious partnership, VARTA Batteries and Bower joined forces to craft an innovative battery recycling challenge. Bower introduced a cutting-edge tech solution enabling users to scan items, including batteries, even if they lacked barcodes.

Over two weeks, participants were rewarded with an extra 10 SEK for recycling batteries. The initiative featured in-app push notifications, a newsletter feature, and organic social media, reaching over 380,000 users.

User-friendly 'campaign stations' within the app pinpointed recycling locations and highlighted store collection boxes, including Teknikmagasinet.

Outcome

Within 7 days, the challenge was "sold out". Our Bowies recycled over 13,000 batteries and exceeded the aimed campaign target by 1500%.

This initiative didn't only raise awareness to reduce the environmental impact of batteries but also drove the repurchase of rechargeable batteries.

While the collaboration was executed in Sweden only, it serves as the best practice for all of VARTA's markets, starting with Norway.