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难忘的包
案例简介：概要 马来西亚人平均每年使用 300 个塑料袋，总共 90亿个，绝大多数是一次性使用。马来西亚乐购将 2011年至 2017 期间一次性使用的塑料袋数量减半，但减持速度不够快。其他乐购，如英国，已经禁止一次性使用，但马来西亚的教育和对环境的态度落后。简介: 加快减少单一用途袋，帮助乐购成为领先的可持续发展倡导者，并帮助建立到 2020年全面禁止的道路。目标: 鼓励顾客每次购物时都要带回袋子。教育客户塑料袋的影响有助于显著改变长期行为，从而最终逐步取消一次性塑料袋预算: 10,000 美元项目规模: 如果初步试验成功，该项目将在全国范围内覆盖马来西亚的所有 56 家商店。 结果 在 11 家商店进行了初步试验，UB 运动在全国范围内迅速被所有 56 家商店采用。这个包立即成为所有商店中最畅销的可重复使用的包。平均而言，5% 的乐购客户会重复使用他们的包。在第一个月，68% 的顾客重新使用了他们的 UB，这使得它在减少一次性使用袋子方面更加有效。按照目前的速度，到年底，UB 将阻止超过 500万个单一使用袋。此次发布的公关报道立即传播到 70 多个国家，帮助乐购在全球享有可持续发展的声誉。在内部，这个创意已经在全球董事会层面提出 -- 英国、泰国和印度特别要求设计和实施计划。海龟、鱼和鲸鱼角色现在是特易购马来西亚学校项目的一个组成部分 -- 也用于着色书籍和拼图教育。 执行 我们设计的 UB 是一个人们想要携带的包。条形码被整合到海洋中受塑料危害最大的动物体内，形成了一种吸引人的、非常独特的图案。设计风格简单可爱，吸引了从年轻到年老的最广泛的顾客。鱼、海龟和鲸鱼在多个 POS 材料上被扩展为整个商店的活动角色 -- 海报、围裙、结账横幅、扫描仪包装。在推出时，一部动画电影，以我们独特的设计风格，帮助在世界范围内推出了这个概念。售价 50 美分，包有 20 美分的无限回扣。因此，用户只需重复使用三次，就可以从他们的积极行为中获利。这些袋子是由可回收的材料制成的，当磨损后免费更换，并回收成新的袋子。 活动描述 这是关于在大规模上创造行为改变。与其惩罚忘记带袋子的人，不如奖励他们带回来的人。通过简单地在设计上增加一个简单的改变，一个条形码，我们把包变成了一个持续的折扣，一个激励。创造一个有规律的习惯，形成积极改变行为的奖励。与 6,800 家商店的品牌相关性，以及每周超过 5000万名顾客，乐购在教育顾客方面负有巨大责任。冠军 12.3，一个由乐购首席执行官戴夫 · 刘易斯主持的领导人联盟 -- 这个小组致力于加快实现联合国可持续发展目标 12 的进展。目标观众大家。但尤其是对大多数人来说，现有的重新使用袋子的生态动机目前还不够强烈。财务激励是普遍的 -- 这意味着即使你不了解生态，你也想把包带回来。
难忘的包
案例简介：Synopsis SITUATION Malaysians use on average 300 plastic bags per year, 9 billion bags in total, the vast majority are single use. Tesco Malaysia halved the number of single-use plastic bags given between 2011 and 2017, but the rate of reduction is not fast enough. Other Tesco's, like the UK, have already banned single-use, but Malaysian education and attitudes to the environment lag behind. BRIEF: Accelerate the reduction in single use bags and help position Tesco as a leading sustainability champion and help build the path to total ban by 2020. OBJECTIVE: Encourage customers to bring back the bags for every time they shop. Educate customers on the impact of plastic bags Help to significantly change long-term behaviour to allow for the eventual phasing out of single use bags BUDGET: 10,000 USD PROJECT SCALE: If initial trial is successful the project will go nationwide to all 56 stores throughout Malaysia. Outcome Trialled initally in 11 stores, the UB campaign was rapidly adopted nationwide to all 56 stores. The bag instantly became the Best Selling re-usable bag in all stores. On average, 5% of Tesco customers re-use their bag. In the first month 68% of customers re-used their UB - making it 14x more effective in reducing single-use bags. At current rate - UB will have prevented over 5 million single use bags by year end. PR Coverage for the launch spread instantly to over 70 countries helping Tesco's sustainability reputation worldwide. Internally the creative idea has been presented at Global board level - with UK, Thailand and India specifically requesting design and implementation plans. The Turtle, Fish and Whale characters are now an integral part of the Tesco Malaysia school programme - also used in colouring books and puzzles to educate. Execution We designed the UB to be a bag people WANT to carry. The barcodes are integrated into the form of the animals most at risk from plastics in the ocean, forming an attractive and very distinctive pattern. The design style is simple and cute - to appeal to the widest spectrum of customers from young to old. The Fish, Turtle and Whale - were extended as campaign characters throughout the store on multiple POS materials - Posters, Aprons, Checkout Banners, scanner wraps. At launch, an animated film, in our distinctive design style, helped launch the concept worldwide. Sold for 50 cents, the bag has an unlimited rebate of 20 cents. So users only have to re-use three times to be actually making a profit from their positive behaviour. The bags are made of recyclable material, replaced for free when worn out and recycled into new bags. CampaignDescription This is about creating behaviour change on a mass scale. Instead of punishing people for forgetting to bring a bag, let's reward them for bringing them back. By simply adding a simple change to the design, a barcode, we transform the bag into an ongoing discount, an incentive. Creating a regular, habit forming reward that actively changes behaviour. BRAND RELEVANCE With 6,800 stores, and over 50 million customers a week Tesco has a huge responsibility in educating it's customers. Champions 12.3, a coalition of leaders chaired by Tesco CEO Dave Lewis - This group is dedicated to accelerating progress towards achieving the UN Sustainable Development Target 12. TARGET AUDIENCE EVERYONE. But especially the majority for whom the existing eco motivation to re-use the bag is currently not strong enough. A financial incentive is universal - meaning you want to bring back the bag even if you are not eco aware.
Unforgettable Bag
案例简介：概要 马来西亚人平均每年使用 300 个塑料袋，总共 90亿个，绝大多数是一次性使用。马来西亚乐购将 2011年至 2017 期间一次性使用的塑料袋数量减半，但减持速度不够快。其他乐购，如英国，已经禁止一次性使用，但马来西亚的教育和对环境的态度落后。简介: 加快减少单一用途袋，帮助乐购成为领先的可持续发展倡导者，并帮助建立到 2020年全面禁止的道路。目标: 鼓励顾客每次购物时都要带回袋子。教育客户塑料袋的影响有助于显著改变长期行为，从而最终逐步取消一次性塑料袋预算: 10,000 美元项目规模: 如果初步试验成功，该项目将在全国范围内覆盖马来西亚的所有 56 家商店。 结果 在 11 家商店进行了初步试验，UB 运动在全国范围内迅速被所有 56 家商店采用。这个包立即成为所有商店中最畅销的可重复使用的包。平均而言，5% 的乐购客户会重复使用他们的包。在第一个月，68% 的顾客重新使用了他们的 UB，这使得它在减少一次性使用袋子方面更加有效。按照目前的速度，到年底，UB 将阻止超过 500万个单一使用袋。此次发布的公关报道立即传播到 70 多个国家，帮助乐购在全球享有可持续发展的声誉。在内部，这个创意已经在全球董事会层面提出 -- 英国、泰国和印度特别要求设计和实施计划。海龟、鱼和鲸鱼角色现在是特易购马来西亚学校项目的一个组成部分 -- 也用于着色书籍和拼图教育。 执行 我们设计的 UB 是一个人们想要携带的包。条形码被整合到海洋中受塑料危害最大的动物体内，形成了一种吸引人的、非常独特的图案。设计风格简单可爱，吸引了从年轻到年老的最广泛的顾客。鱼、海龟和鲸鱼在多个 POS 材料上被扩展为整个商店的活动角色 -- 海报、围裙、结账横幅、扫描仪包装。在推出时，一部动画电影，以我们独特的设计风格，帮助在世界范围内推出了这个概念。售价 50 美分，包有 20 美分的无限回扣。因此，用户只需重复使用三次，就可以从他们的积极行为中获利。这些袋子是由可回收的材料制成的，当磨损后免费更换，并回收成新的袋子。 活动描述 这是关于在大规模上创造行为改变。与其惩罚忘记带袋子的人，不如奖励他们带回来的人。通过简单地在设计上增加一个简单的改变，一个条形码，我们把包变成了一个持续的折扣，一个激励。创造一个有规律的习惯，形成积极改变行为的奖励。与 6,800 家商店的品牌相关性，以及每周超过 5000万名顾客，乐购在教育顾客方面负有巨大责任。冠军 12.3，一个由乐购首席执行官戴夫 · 刘易斯主持的领导人联盟 -- 这个小组致力于加快实现联合国可持续发展目标 12 的进展。目标观众大家。但尤其是对大多数人来说，现有的重新使用袋子的生态动机目前还不够强烈。财务激励是普遍的 -- 这意味着即使你不了解生态，你也想把包带回来。
Unforgettable Bag
案例简介：Synopsis SITUATION Malaysians use on average 300 plastic bags per year, 9 billion bags in total, the vast majority are single use. Tesco Malaysia halved the number of single-use plastic bags given between 2011 and 2017, but the rate of reduction is not fast enough. Other Tesco's, like the UK, have already banned single-use, but Malaysian education and attitudes to the environment lag behind. BRIEF: Accelerate the reduction in single use bags and help position Tesco as a leading sustainability champion and help build the path to total ban by 2020. OBJECTIVE: Encourage customers to bring back the bags for every time they shop. Educate customers on the impact of plastic bags Help to significantly change long-term behaviour to allow for the eventual phasing out of single use bags BUDGET: 10,000 USD PROJECT SCALE: If initial trial is successful the project will go nationwide to all 56 stores throughout Malaysia. Outcome Trialled initally in 11 stores, the UB campaign was rapidly adopted nationwide to all 56 stores. The bag instantly became the Best Selling re-usable bag in all stores. On average, 5% of Tesco customers re-use their bag. In the first month 68% of customers re-used their UB - making it 14x more effective in reducing single-use bags. At current rate - UB will have prevented over 5 million single use bags by year end. PR Coverage for the launch spread instantly to over 70 countries helping Tesco's sustainability reputation worldwide. Internally the creative idea has been presented at Global board level - with UK, Thailand and India specifically requesting design and implementation plans. The Turtle, Fish and Whale characters are now an integral part of the Tesco Malaysia school programme - also used in colouring books and puzzles to educate. Execution We designed the UB to be a bag people WANT to carry. The barcodes are integrated into the form of the animals most at risk from plastics in the ocean, forming an attractive and very distinctive pattern. The design style is simple and cute - to appeal to the widest spectrum of customers from young to old. The Fish, Turtle and Whale - were extended as campaign characters throughout the store on multiple POS materials - Posters, Aprons, Checkout Banners, scanner wraps. At launch, an animated film, in our distinctive design style, helped launch the concept worldwide. Sold for 50 cents, the bag has an unlimited rebate of 20 cents. So users only have to re-use three times to be actually making a profit from their positive behaviour. The bags are made of recyclable material, replaced for free when worn out and recycled into new bags. CampaignDescription This is about creating behaviour change on a mass scale. Instead of punishing people for forgetting to bring a bag, let's reward them for bringing them back. By simply adding a simple change to the design, a barcode, we transform the bag into an ongoing discount, an incentive. Creating a regular, habit forming reward that actively changes behaviour. BRAND RELEVANCE With 6,800 stores, and over 50 million customers a week Tesco has a huge responsibility in educating it's customers. Champions 12.3, a coalition of leaders chaired by Tesco CEO Dave Lewis - This group is dedicated to accelerating progress towards achieving the UN Sustainable Development Target 12. TARGET AUDIENCE EVERYONE. But especially the majority for whom the existing eco motivation to re-use the bag is currently not strong enough. A financial incentive is universal - meaning you want to bring back the bag even if you are not eco aware.
难忘的包
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Unforgettable Bag
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