2019 Digital Craft
DO BLACK - THE CARBON LIMIT CREDIT CARD
|Category||D01. Curation of Data|
|Title||DO BLACK - THE CARBON LIMIT CREDIT CARD|
|Entrant||RBK COMMUNICATION Stockholm, SWEDEN|
|Idea Creation||RBK COMMUNICATION Stockholm, SWEDEN|
|PR||HILL+KNOWLTON STRATEGIES Stockholm, SWEDEN|
|Production||MAKING WAVES Stockholm, SWEDEN|
|Johan Pihl||RBK Communication||ECD|
|Mathias Wikstrom||RBK Communication||ECD|
Describe the creative ideaDO Black is a unique creative use of data to in a significant way activate and engage both for brand affinity and change of behaviour. About 60% of a person's carbon footprint derives from consumption. Changing consumer behavior can significantly reduce CO2-emissions. DO Black is a radical tool and the first credit card with a CO2-emission limit, stopping you from overspending, not based on available funds but on the impact by your consumption. The consumer journey includes three the ability to measure the impact of every transaction (Åland Index), the set CO2-emission limit calculated per country/capita, and a CO2-emission limit overriding accounts credit level.
Describe the executionThe need for tools to tackle the climate crisis is very large and the brand market fit is substantiated by data; 98% of the Swedes believe we are impacted by climate change. 78% want to mitigate it on a personal level. 70% say habits are an obstacle and 65% would change bank for a climate smart alternative. Sources: Naturvårdsverket, 2018. WWF Survey Climate Change, Earth Hour 2016. The strategy with DO Black is to accelerate the understanding of your impact, by having it directly halted thus pioneering conscious consumption, and actively engage with other payment providers to do the same. This approach was accelerated by standing on the shoulders of giants like UN, Mastercard and Standard & Poors amongst other for reach beyond our own capabilities. 2018, March, tech pre-study with Ålandsbanken 2018, June, Tech dev of first platform 2018, September, negotiations with UN 2018, October, com-launch of Doconomy platform 2019, February, MOU from UN 2019, March, Approval from Mastercard 2019, March, Tech dev IRL CO2 limit 2019, April, Patent registration process 2019, April, Launch of the DO Black campaign (Digital, SoMe and PR) 2019, June, Patent filed 2019, November, first bank up start for implementation
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