The Old Shanghai Firecracker Factory has implemented a billboard campaign to promote and educate consumers on the positive environmental impact of Mercedes-Benz South Africa (MBSA) Remanufactured GenuineParts.
"We needed to develop a campaign that was aimed at leaving a lasting impression in consumers' minds," says Old Shanghai Firecracker Factory creative director, David Taylor. "The message was simple - MBSA is totally committed to the environment through the use of Remanufactured GenuineParts."
To showcase the environmental benefits of Remanufactured GenuineParts, each individual billboard featured a visual of a single Remanufactured GenuinePart. Over a three month period actual plants systematically started growing out of the visual until the Remanufactured GenuinePart was left completely covered with lush green plants. The copy line that supported the visual simply read: "Remanufactured GenuineParts. Totally committed to a greener environment."Broken parts are restored
The growing of the plants is a representation of the real and pragmatic commitment to the environment where MBSA doesn't just throw away broken or malfunctioning parts. "Instead they restore them to their original quality standard. This reduces their carbon footprint and damage to the global environment," Taylor adds. "In addition, customers benefit from reduced prices for Mercedes-Benz quality parts that come with a warranty."
He explains that by using recycled parts, they use less energy and raw materials in the manufacturing process without compromising its superior quality. "In fact, Mercedes-Benz saves up to 54 000 MWh of energy." To put this into perspective - it is enough energy to power 17 000 households for a whole year.
To outline the benefit to the environment further he says that when remanufacturing a Mercedes-Benz V8 car engine, 67% of parts can be recycled, 32% goes into the remanufacturing process and just 1% remains unused.