Steel manufacturer Nucor, the largest recycler in the country, recently launched an innovative advertising campaign to help position the company as a leading voice on environmental responsibility. Developed by marketing communications firm Eric Mower and Associates (EMA) in Charlotte, N.C., the ads, in the form of attention-getting floor graphics, appear in six Washington, D.C., subway stations as part of a broader opinion-leader print and transit advertising campaign within the Beltway.
“We hope these ads capture the attention of opinion leaders, and make them stop and think about the importance of recycling, while at the same time serve to reinforce Nucor as an environmental pioneer, not just a steel company,” says Matt Ferguson, partner, account director, EMA.
The floor graphics make it appear as if Metro riders are looking through holes in the platforms to the level below and reveal steel beams made from 100-percent recycled content. The ads appear in the following metro D.C. stations: Farragut West, Federal Center, Federal Triangle, Foggy Bottom, McPherson Square and Smithsonian. Each of these stations was selected based on their proximity to key governmental offices, including the White House, U.S. Department of Energy, U.S. Department of Commerce, World Bank, International Trade Commission, and the Federal Reserve Building.
The ads are featured in three different sizes: 4’x8′, 5’x10′ and 10’x12′. One graphic concept depicts a hole in the floor of a subway station that reveals a steel beam and reads: “Recycled Steel. Everywhere.” Another graphic features a flattened car ready to be recycled that reads: “1 of 9,000,000 Cars We Recycle A Year.”