| Title | GIVE-BAG |
| Brand | PENNY |
| Product/Service | PENNY MEHRWEGTRAGETASCHE |
| Category |
A04. Retail, e-Commerce, Restaurants & Fast Food Chains |
|
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
| 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”).
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
With the PENNY Give-Bag we make for the first time the reuse of your own shopping bag a habit.
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.