Title	THE LIFE-SAVING RECEIPT
Brand	PENNY
Product/Service	PENNY
Category	B04. 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

Name	Company	Position
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 Media?

It created a new media space for the topic of organ donation which has never been used before. In 2020, a German law came into effect that forced all supermarkets to print and hand out every checkout receipt. Usually, they end up in the trash. We gave the receipts a new life-saving purpose: by printing organ donor cards on every single one. We printed them right where we usually put our popular coupons and promotions. In that way we used a media space, in a totally new way and raised awareness topic that concerned the health of our customers.

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 / insights (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. All they now had to do was to shop, sign their receipt – 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 – using something, that every customer carries around anyway. We sparked the discussion around organ donation again and spoke directly to our customers. A media space which has never been used before became an effective tool. Not only to raise awareness for the matter, but also to get donor cards directly into the hands of millions of people.

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)

Without spending a single Euro, we handed out over 4 million organ donor cards. Within only three days. We distributed more organ donor cards as the ministry of health and education in the entire year of 2020. By giving a health education topic a completely new media channel, we brought organ donation back into the national spotlight.