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Green Club: Yes, we ‘can’!
Contributors:
Anna Pastwa | Gyan Prakash | Nichlas Kvist Jørgensen
Simon Overgaard | Victoria Vic
[Group 4]
Keep high level of performance
Lack of incentives
Near zero brand identity
Challenges
Problem Statement
Despite the high performance level of
Dansk Retursystem, it is lacking brand
awareness and user engagement which
are key trends in the future for modern
companies.
Trends
Gamification
Smartphone interaction
“Buying into something”
Solution
Gamified loyalty program
Creation of a ‘nudge’
Benefits to loyal recyclers
Download app and sign up
Start recycling
Scan receipt and obtain pointsUse points for benefits
STEP 1 STEP 2
STEP 3
Green Club: Working Mechanism
STEP 4
Customer Feedback
A smart, cool and easy idea to inculcate in everyday life
Get money as well as additional benefits
Motivation to recycle more
Prices, offers and discounts should be attractive for viability
0 0.2 0.4 0.6 0.8 1
Reasons for using the app
Interest in the app
90
10Males
100
Females
MarketingTV Commercials Sponsorships
Social media Pant-machines
ImplementationOctober 2014 2014 2015
1. 1-2 m
2. 1 m
3. 3 m
4.
4.1
4.3 4.2
1 y
4.4
5. 1y 2 m
1 – Market Research, 2 – App Development, 3 – Hiring, 4 – Execution of Marketing Strategy, 5 – Partnering with companies; 4.1 Pant Machine, 4.2 Sponsorship, 4.3 Social Media, 4.4 Television6. Launch
*y = year, m = month
6.
Financials
Costs Courtesy DKK
App Development Pikuseru 500.000
Team 3 hires 1.500.000
Social Media Ads Facebook ads 12.000
Pant Machine Ads Posters (vistaprint) 67.500
Sponsorships Free coffee event 40.000
Television ads TV2 Primetime, Oct & Nov
280.000
Total 2.249.500
Appendix
Segments15-30 years old Youth are critical
and more demanding for innovative solutions. They don’t have a specific solution for them
PROBLEM
30-60 years old They already have been introduced to the new Pantstation which is convenient for them.
NO PROBLEM
60-90 years old They want simple solutions they are used to and is convenient. The shops works fine for them.
NO PROBLEM
Partnership USPs
A broad youth segment as sales channel.
A green profile/CSR
Potentiel to sell more products when consumers engage with partner.
Example of point-system
Gamification“Gamification can help get stakeholders
passionately and deliberately involved with your organization.”
“Game-style engagement can bring an element of enjoyment to otherwise dull or
challenging tasks.”
“Gamification can be used to nudge people” - Deloitte Review