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IKEA: Mattress Deposit
Mattress Deposit
Denmark, the country where the Danish Deposit & Return System, since 1922 has ensured that cans and bottles end up at the recycling plant. But it’s also a country where app. 500,000 mattresses are burned each year. That’s a shame because between 80% and 85% of the materials can be recycled. To put attention to this, IKEA created a deposit system for mattresses and launched it on Black Friday with a 70€ refund for every used mattress. Even the competitor’s. By setting up return stations across Denmark, the longest queue on Black Friday wasn’t to buy something new but to return something old. Visibility Score: 52% Brand Building Score: 865.400 PR Reach: +1.5 mio +1600 mattresses returned on Black Friday alone
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