This is a very smart campaign for Volkswagen in South Africa. To emphasise the environmental credentials of Volkswagen's Bluemotion range, they spent some of the advertising & production budget on pre-paid postage stickers that they put on their magazine ads.
When people had finished reading the magazines they just had to put the sticker on the front then post them back to VW in a standard postbox, letting VW recycle the magazines. South Africa doesn't have many recycling points, so this effectively put a recycling station in every district.
Very clever, and great contrary thinking.
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