Belgium operator Proximus uses music festivals to double mobile collections

This summer, Proximus toured major Belgian music festivals to collect old mobile phones for reuse and recycling. After six events, the count reached 20,584 devices, more than double last year’s total of 9,724 and well above expectations. The campaign will conclude at Pukkelpop, where visitors can hand in their devices for the final time this season.

Incentives boost participation

As an official partner of Graspop Metal Meeting, TW Classic, Les Ardentes, Rock Werchter, Werchter Boutique, Les Francofolies de Spa and Pukkelpop, Proximus offered participants the equivalent of two drinks in return for each donated mobile phone or tablet. This came in the form of drink vouchers, a virtual credit on festival wristbands or cashless cards. With the support of festival organisers promoting the initiative, over 40,000 treats were distributed to contributors.

Large untapped potential in Belgium

Belgium is estimated to have around three million unused mobile devices lying in drawers. By actively engaging festival audiences, Proximus tapped into this potential while promoting circular economy practices.

Devices processed for reuse and recycling

During Pukkelpop, visitors can hand in up to two devices at the Proximus stand. Brainscape, a Recupel-certified partner, will inspect and sort the phones. Depending on condition, they will be refurbished, parts will be reused, or materials like copper, cobalt, silver and gold will be recovered by Umicore.

Commitment beyond the festival season

This summer initiative is part of Proximus’ wider strategy to extend device lifespans. The company collects phones year-round through its retail stores, events, schools and corporate partnerships. In 2024, a total of 140,000 mobile phones and tablets were collected.

Conclusion

A great initiative. This way a new generation will be introduced to reuse and recycling. Because of the pay-out system, mainly more or less worthless phones, from a trade-in resell point of view, will be handed in. These will be recycled by Proximus’ partner Brainscape, that is a Belgium recycle specialist. We think CTDI is still Proximus’ partner for regular trade-ins.