This was executed in 5 top cities for one month. Strategic sites were selected, for these giant size Nokia Recycle Bins, in each city basis the high and constant influx of corporate traffic. Every day the campaign induced deposits of old cell phones through Instore, Print, Radio and canter activities. At the end of each day the deposits were dumped into the Nokia Recycle Bins.The deposit level rose each day demonstrating how people had adopted the Nokia Recycle way of preserving the world’s resources. Radio stations tracked this count each day. Radio Jockeys reported from the sites creating buzz around the recycling activities.A character called “Nokia Recycle Bin” was created on Radio who chatted with an RJ at the end of every day about its new experiences. Listeners could also call up or SMS their queries to the “Nokia Recycle Bin”.

This activity generated free PR in the local press.

This outdoor idea gave a whole new dimension to the Nokia Recycle Campaign with 68,000 old cell phones being deposited during the month against the 14,000 that were recycled the previous month.More than 7,000 queries were generated on Radio across the 5 cities.

There were 0.9 million searches for the keywords “Nokia Recycle” for that one month on Google.

Free PR worth 0.3 million Euro was generated for the Nokia Recycle Bin.

Nokia recycle campaign became the most talked-about 'save the environment' initiative in India.Unlike other Corporate Social Responsibility initiatives, this had a physically measurable outcome.