aplan

Elliot McKellar & Ben McKeanDue to the topical nature of this brief we felt that customers already know about recycling schemes and how to live a more sustainable life. So rather than creating a cliché campaign promoting this we felt that it was more about involving the customer and making them aware of ‘Plan A’. As a result we decided to reward the customers and acknowledge the small things they do in a thankful and appreciative manner.

aplanPage 2/4 Elliot McKellar

Ben McKean

Window Banners Window banners will direct customers to the Plan A website whereby they will be able to find out more information about the five pillars and the different pledges. To maintain our tone of voice we will use customer pledge sign ups for window displays with a thank you message to make them feelpart of the store and that they’re doing a good thing.

aplanPage 3/4 Elliot McKellar

Ben McKean

Promotional pledgesMonthly promotional pledges will encourage customers to sign up to Plan A. When they sign up to the promotional pledge at the checkout in store they will recieve the monthly gift.

Fwwwor example we propose that when the customer pledges to buy free range eggs they will recieve this tea towel which will be a gentle reminder of the pledge they signed up for and what they can do in their own lives.

Page 4/4 Elliot McKellar Ben McKean

aplan

StickersThe stickers will be rewarded to customers in the same way the tea towel will be, once they have signed up for a pledge. The use of language on the stickers will leave other customers and passers by wondering what it is, thus encouraging them to find out more about Plan A.