Old Electronics Become Unique Minecraft Coins in Tech Retailer Elkjøp’s Recycling Initiative

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Precious minerals and metals must be extracted from natural resources to manufacture electronic devices such as phones and computers, but the world is running out of them. Recycling these electronics and the materials inside is a great solution for a more sustainable industry, but most of us have old or forgotten valuable materials inside our drawers and basements. I have outdated electronics.

To get more people, especially the younger generation, to start recycling old gadgets, Elkjøp Nordic launched a unique project called “Urban Miner” where gamers can return their e-waste and receive Minecraft currency. Start the Nordic campaign. The concept was developed by NORD DDB in collaboration with Microsoft and Elkjøp Nordic.

“Through Urban Miner, we want to use the world’s biggest hobby to reach new target groups and convey an important message. Nordic homes have millions of old gadgets that need to be recycled. In the same way that Minecraft characters mine materials to make something new, we encourage people to give back their old electronics and “mine” them to find the valuables in them. We want to be able to recover the most valuable materials,” says marketing Nils Martin Øyo. Manager Gaming from Elkjøp Nordic.

This unique initiative connects Elkjøp Nordic to the world’s largest gaming community with over 140 million players, enabling real action.

“This is a sustainability initiative driven by creative ideas rooted in pop culture. We work where our target groups are and make it easier for them to act. A great example of using problem-solving skills to create: Jens Østrem, creative at Nord DDB, says this is a case where the virtual world helps the real world.

Minecraft is owned by multinational software company Microsoft. For Microsoft, the decisive factor in joining the collaboration is that the initiative has become a clear opportunity to inspire young people to take sustainable action.

“With our ambitious sustainability vision, we are constantly looking for new ways to raise awareness and engage with society. That’s why we’re delighted to have collaborated with Elkjøp Nordic on Urban Miner.We hope the campaign will inspire all generations to recycle their old electronics.We also hope that more Nordics will We look forward to bringing their old gadgets to their nearest Elkjøp, Elgiganten or Gigantti store.”

Campaign units consist of movies suitable for all digital platforms and movies. In the movie, Minecraft characters are seen coming to life and “mining” old electronics all over the house. In Nordic stores, large-scale in-store activations with movies and posters will also take place alongside paid campaigns.

“This project really shows the creativity of the NORD Creative Group. NORD DDB’s Nordic Creative Director, Simon Higby, is really proud of the whole team.

how does that work?

Anyone in the Nordics can bring their old electronics to their nearest Elkjøp, Elgiganten, or Gigantti store for recycling and earn valuable Minecoins that can be redeemed in-game. Each recycled gadget has a value corresponding to the recyclable materials in it. This adds an educational element to your campaign by highlighting different materials, their function and value.


Nord DDB: creative agency

creative: Jens Ostrem

creative: Ingrid Wizten

Senior Creative / Creative Director: Frank Nistuen

Senior Creative / Creative Director: André Guidoin

Nordic Creative Director: Simon Higby

Client director: Paulina Draganja

Client manager: Emma Gauchi

Client manager: Jorun Wald

design: Rune Gabrielsen

design: Emil Langbraten

design: Erin Wiger Fennel

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