Google ChromeOS Gets SMEs to Reduce E-Waste While Boosting their Businesses

Toaster’s ‘Don’t bin it, just flex it’ campaign put Google ChromeOS Flex centre stage at London’s SME XPO, engaging with 4,000+ receptive decision-makers passionate about sustainability, technology and future trends. Head of strategy, Zanya Fahy shares more about the campaign.

Q> Who were you designing this experience for?

Zanya> UK-based SME IT decision-makers (including founders, C-suites and IT Directors across all sectors). We recognise that this audience is facing mounting pressure to lead the charge to net-zero, yet, acting sustainably with their business hardware remains a challenge – ageing devices are typically associated with reduced productivity and security risks.

Q> What was your starting point for designing the experience or event - was it brand-driven, opportunistically driven (i.e. if it took place at a bigger event/convention/ sport tournament was that the initial inspiration), user-driven or something else?

Zanya> Knowing this audience spends a significant part of their day ‘fire-fighting’ IT problems, it was important to find a moment-in-time where they are open to innovative solutions. A day out at an inspiring tech event felt like the perfect moment to capture this time-poor audience and get them to interact with ChromeOS Flex in a tactile environment. 

We proposed a headline sponsorship opportunity with Evening Standard’s London-based SME XPO. An opportune moment to interact with thousands of SME leaders, we engaged with 4,000+ receptive SME decision-makers passionate about sustainability, technology and future trends.

Q> Tell us about the creative ideas - how did that come together?

Zanya> We set out to showcase ChromeOS Flex as a way for SMEs to remain competitive and have the fastest, most up-to-date technology, without costing the earth.

We knew that leading with a product-centric message wouldn’t create urgency or resonate with our target audience. Instead, we decided to establish the e-waste problem first before framing ChromeOS Flex as the solution.

We implemented a three-phase communication strategy underpinned by the creative platform: "Don't bin it, just flex it."

In a first for a ChromeOS campaign, we featured devices that weren't just ours but our competitors too, including PCs and Macs. This highlighted the versatility of installing ChromeOS Flex on any device, opening the conversation to every SME, whatever devices they currently have.

Q> Can you tell me about any craft or production elements that were brought to life in a particularly interesting or unusual way?

Zanya> Our SME XPO event booth featured a giant, show-stopping installation comprising of hundreds of old PCs and Macs. Our aim was to creatively dramatise the burden of E-waste that can be dramatically diminished by renewing old devices with ChromeOS Flex. This drew in a tremendous number of curious visitors due to its large-scale and striking message. Our interactive event booth also had live demos by Googlers on how to ‘Flex’ your devices.

We maximised our event presence through floor tile decals, posters, an “in association with ChromeOS” lock up, which was utilised across all event marketing, and a branded VIP Lounge. Key Google stakeholders also took part in the keynote, workshops and panel discussions, highlighting the importance of device renewal and sustainability promises.