2024

Driving Circular Change

Sector

Environmental Sustainability, Recycling

Impact

Recycling, reimagined for tomorrow; launching and positioning RE-CO, as Australia’s first technology-driven recycling hub, drives communities toward a circular economy and changes how people perceive, access, and engage in recycling.

Scope of Engagement

Market Research and Behavioural Survey (20,000+ households)
Stakeholder Consultation, Government Relations, Naming, Trademarking, Brand Identity, Wayfinding Strategy, Website, Social Media, Official Launch

Recycling, reimagined: Straight to Your Door
FEENEY began with rigorous market research to test the bold idea of a door-to-depot container collection service.
We validated the concept, estimated market size, and explored household recycling behaviours to uncover motivations and barriers. Insights revealed untapped potential in the direct collection space, particularly among time-poor households, sporting clubs, charities, and community organisations.
These groups sought convenience, a straightforward path to fundraising, and a means to contribute to sustainability goals. By diving deeper into consumer behaviour, FEENEY identified a clear opportunity to transform a good idea into a scalable solution with real community impact.

Engineered for Scale, Designed for Growth
Turning this ambitious idea into a viable business required more than just technology; it needed a robust brand, a well-defined marketing strategy, and a robust service infrastructure.
FEENEY partnered closely with developers to shape both the customer experience and strategic positioning. We designed a subscription pricing model aligned to consumer willingness-to-pay insights, ensuring the service was both competitive and scalable. A two-pronged strategy targeted households as well as community organisations, creating dual pathways to adoption. T
his dual-speed approach maximised awareness, accelerated sign-ups, and built momentum for Direct Collect as a market disruptor in recycling services.

Market Impact through Stronger Reach and Brand Consistency
Going further means extending the brand beyond the event itself, transforming Santa’s Wonderland into a statewide countdown to Christmas. FEENEY delivers an integrated multimedia marketing strategy that spans broadcast media, Outdoor, PR, and digital campaigns, amplified by influencer partnerships and sponsor collaborations.
This approach ensures reach, consistency, and impact, building trust with audiences and driving engagement across all touchpoints.
Now nearing its 10th anniversary, Santa’s Wonderland has become a cultural institution consistently selling out, uniting sponsors and partners, and cementing its role as the place where Christmas begins for generations of South Australians.