Title | THE LIFE-SAVING RECEIPT |
Brand | PENNY |
Product/Service | PENNY |
Category |
B02. Use of Ambient Media: Small Scale |
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Media Placement
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Production
|
NEVEREST München, GERMANY
|
Additional Company
|
HASTINGS MUSIC Hamburg, GERMANY
|
Credits
Alex Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
Matthias Harbeck |
SERVICEPLAN GROUP |
Chief Creative Officer |
Christoph Everke |
SERVICEPLAN GERMANY |
Executive Creative Director |
Alexander Nagel |
SERVICEPLAN GERMANY |
Executive Creative Director |
Matthäus Frost |
SERVICEPLAN GERMANY |
Creative Director |
Matthias Schuster |
SERVICEPLAN GERMANY |
Creative Director |
Rabea Sinnreich |
SERVICEPLAN GERMANY |
Junior Account Manager |
Emilia Möbus |
SERVICEPLAN GERMANY |
Junior Copywriter |
Fabian Kräkel |
SERVICEPLAN GERMANY |
Trainee Art |
Philipp Elsner |
SERVICEPLAN GERMANY |
Junior Online Designer |
Jonas Menze |
SERVICEPLAN GERMANY |
Art Director |
Ralph Merettig |
SERVICEPLAN GERMANY |
Copywriter |
Aisha Blackwell |
NEVEREST |
Executive Producer |
Sabina Günther |
NEVEREST |
Producer Film Department |
Richard Williams |
Hastings Music |
Sound |
Nina Geiger |
Hastings Music |
Producer |
Why is this work relevant for Direct?
People usually don’t like to talk about organ donation. They also don’t actively inform themselves about it. That needed to change. With our initiative we actively spoke to our customers and raised awareness where they at least expected it. We kickstarted people to talk about organ donation and even signing their own donor card directly in our store.
Background
Unlike other countries, in Germany you must explicitly confirm that you want to donate your organs. But you don’t really need an official donor card for that. All you need Is a simple piece of paper and your signature. And still three people in Germany die every day because of the severe lack of organ donors. Although 84% of Germans think organ donation is worth supporting, only 39% have gone through the process to become an organ donor. As the supermarket that cares about the community, issues that affect the health of our customers have always been close to our heart. That’s why we repeatedly launch initiatives that benefit the wellbeing of everyone – and took this matter into our own hands.
Describe the creative idea (30% of vote)
To make the process to become an organ donor easier than ever before, we used our checkout receipts and added officially approved organ donor cards to them. We gave them to our customers with every purchase. In that way we lowered the barrier for our customers to make the move and become an organ donor.
Describe the strategy (20% of vote)
With our checkout receipts we made the process of becoming an organ donor easier than ever before and by using something, that every customer carries around anyway. In an unusual way we sparked the discussion around organ donation again and spoke directly to our customers. We launched our initiative on German organ donation day in every store throughout Germany and provided more information on our landing page, our newsletter and directly in our stores.
Describe the execution (20% of vote)
For three days, starting on German organ donation day, we printed organ donor cards on every checkout receipt. To make sure they weren’t overlooked, we printed them where our customers usually found our popular coupons and promotions. And we had them officially approved by the German ministry of health education. Within the course of our action, we got organ donor cards in the hands over 4 million customers. Additionally, we created a POS-campaign to remind people of the importance of the topic and provided more information on our websites, newsletter and in store.
List the results (30% of vote)
In only three days we distributed more organ donor cards as the ministry of health and education in the year 2020. In total we handed out over 4 million organ donor cards. Without spending a single Euro. Our initiative raised a discussion about organ donation amongst our customers and got them talking directly with us. In that way we could build and extend the personal brand experience of our customers and we brought the topic of organ donation back into the national spotlight.