Penny Publicidad en TV y cine, Direct, Case study Give-Bag Serviceplan Munich


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Sector Supermercados, Las cuestiones ambientales y de los animales
Media Publicidad en TV y cine, Direct, Case study
Mercado Alemania
Agencia Serviceplan Munich
Executive Creative Director Alexander Nagel, Christoph Everke
Creative Director Moritz Dornig
Art Director Daniele del Nero
Senior Art Director Matthias Schuster
Junior Art Director Fabian Franz
Junior Copywriter Laura Giauque
Agencia de production Neverest
Publicado mayo 2018


D&AD Awards 2018
Direct Direct Product & Service Wood Pencil

Creditos y descripciones

Alternative title: Give Bag
Client: PENNY-Markt GmbH
Brand: PENNY

Serviceplan credits:
Global Chief Creative Officer: Alexander Schill
Creative Managing Partner Germany: Matthias Harbeck

Agency: Serviceplan Campaign
Executive Creative Director: Christoph Everke
Executive Creative Director: Alexander Nagel
Creative Director: Moritz Dornig
Senior Art Director: Matthias Schuster
Art Director: Daniele del Nero
Junior Art Director: Fabian Franz
Junior Copywriter: Laura Giauque
Graphic Design: Tsing Tsing Wu
Account Director: Fabian Kleinmann
Junior Account Manager: Lukas Hohenberger
Artist VfX & Animation: Robert Csakvari
Senior Motion Designer: Hendrik Sommerfeld
Licensor of testimonial “Günter Kastenfrosch”: Bavaria Media GmbH
Brand strategy: Sasserath Munzinger Plus GmbH
Media Agency: OMD Germany
Online Media Strategy: REWE Digital
Production Company: Neverest
Published: May 2018
In an effort to change the habits of millions of shoppers at PENNY stores in Germany, the ‘Give-Bag’ campaign provides an incentive for consumers to be more environmentally-conscious by offering a discount with each purchase.
The single use of shopping bags is a serious environmental problem in our society. However, before now, there was no reward system in Germany for consumers who reuse their shopping bag. Serviceplan came up with a clever way of encouraging shoppers to reuse their bags every time they shop at PENNY. As a reward for protecting the environment by purchasing and reusing the Penny ‘Give-Bag’, customers who save 10 Cents every time they bring their own bag. As an added incentive which benefits the local community, PENNY donates an additional 10 cents to local social organizations each time a customer reuses their ‘Give-Bag’.
Within 2 weeks of launching the ‘Give-Bag’, the 600,000 bags produced had sold out, with PENNY customers saving a total of 70,000 EUROS and the equivalent amount being donated to local social organizations, whilst the environment was spared 710,000 disposable bags. The campaign was so well received by the German media that it even became a a topic of discussion in Parliament.
The target audience were PENNY clients in Germany who are always interested in saving money, and the ‘Give-Bag is the first bag that makes saving natural resources affordable for everyone.