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MRM Spain partnered with IKEA to launch “Vida Circular,” an interactive experience that encourages customers to make more sustainable purchases, leaning into circularity as an imperative. A circular economy is one that prioritizes sharing, leasing, reusing, repairing, refurbishing, and recycling existing materials and products as long as possible.
“Vida Circular” surveyed consumers about their purchases to encourage giving products a second life through secondhand household products or clothing stores. After a customer answers a series of questions about their sustainable behaviors, they are given the option to complete an additional survey for a chance to win four nights at the Punta Cumplida Lighthouse, a space that was converted into a hotel which embodies the campaign’s emphasis on a product’s second life.
