GIVE-BAG

ClientPENNY
Category B03. Use of Ambient Media: Small Scale
TitleGIVE-BAG
Product/ServicePENNY MEHRWEGTRAGETASCHE
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Production NEVEREST München, GERMANY
Additional Company BAVARIA FILM INTERACTIVE Geiselgasteig, GERMANY
Additional Company 2 DESIGNSTUBE Hamburg, GERMANY
Additional Company 3 SASSERATH Berlin, GERMANY
Credits
Name Company Position
Alexander Schill SERVICEPLAN GROUP Global Chief Creative Officer
Christoph Everke SERVICEPLAN GERMANY Executive Creative Director
Matthias Harbeck SERVICEPLAN GERMANY Executive Creative Director
Moritz Dornig SERVICEPLAN GERMANY Creative Director Copy
Daniele del Nero SERVICEPLAN GERMANY Art Director
Fabian Franz SERVICEPLAN GERMANY Art Director
Tsing Tsing Wu SERVICEPLAN GERMANY Illustration
Lukas Hohenberger SERVICEPLAN GERMANY Junior Account Manager
Robert Csakvari NEVEREST Artist VfX & Animation
Hendrik Sommerfeld Designstube Senior Motion Designer
Laura Giauque SERVICEPLAN GERMANY Text
Laura Giauque SERVICEPLAN GERMANY Text

The Campaign

The PENNY Give-Bag. The first shopping bag that is really reused, because it gives a discount with each purchase. The bag links for the first time customer request (“saving money”), company request (“sustainable management”) and social request (“social engagement”).

Creative Execution

Customers who buy a Give-Bag at PENNY save 10 Cents every time they bring their own bag. Each time it is reused, PENNY donates an additional 10 cents to local social organizations. And above all, we help protect precious natural resources.

Results

- 600,000 bags produced and completely sold out - 70,000 € total savings for our clients - The environment was spared over one million disposable bags – every week, 20,000 more disposable bags add to the bill! - The Give-Bag even became a topic in the German Parliament.

The Give-Bag is absolutely linked to PENNY and their sustainable aims. It is designed in the recognizable PENNY look and can only be bought at PENNY. And the clients save money each time they use the bag for their purchase at PENNY.

At the point of sale, in TV, in flyers, on posters and online we promoted the Give-Bag and gained our customers attention. The fact to save 10 Cents every time you shop at Penny touched the nerve of Penny customers. Saving the environment became a part of their everyday life.