The Republic of Everyone (ROE), a sustainability and environment focused agency in Sydney, was presented the Green Marketing Award 2011 for work on the Garage Sale Trail, at the annual Australian Marketing Institute of Awards for Marketing Excellence. The Garage Sale Trail is a collaborative project bringing together people from the not-for-profit, business, government, art & culture, community, music and sports sectors to support the activation of thousands of garage sales all around Australia, on the one day. The campaign started in Sydney’s creative beach suburb Bondi in May 2010, associated with Sizzle Community Festival. The Garage Sale Trail went nationwide in April 2011 with 80,000 participants and a total of 3,500 households.
Engagement of the Australian public was through a website, garagesaletrail.com.au, television commercials, online videos, t-shirts, postcards, balloons, stickers and signage. 25 councils participated in 2011 as did over 30 ambassadors including Tracey Spicer, Wallabies Player Rocky Elsom and Annalise Braakenseik and a range of commercial partners including Stocklands, LJ Hooker and charity partner Keep Australia Beautiful and Vodafone who created their own app for the day. The Garage Sale Trail will be back in 2012 introducing a range of new and innovative strategies in the endeavor to connect community, encourage sustainability and have fun.
Inherently the project encourages an innovative solution to re-engaging with community as well as sustainability, and is closely aligned with the emerging trend of collaborative consumption, an economic model based on sharing, swapping and lending enabled by new technologies and peer communities, made famous by social entrepreneur Rachel Botsman, an avid supporter of the project.
Click on the image below to play the case study video in YouTube (HD)
Click on the image below to play the first television commercial in YouTube (HD)
Click on the image below to play the Get Your Haggle On Bus video in YouTube (HD)
Click on the image below to play the Get Your Haggle On Restaurant video in YouTube (HD)
Click on the image below to play the Get Your Haggle On Supermarket video in YouTube (HD)
The Garage Sale Trail campaign was developed at Republic of Everyone, Sydney. In 2011 New Romantic managed communications and ambassador activation. Community and social media management was by Goody Two Shoes.