Green Club: Yes, we ‘can’!

Green Club: Yes, we ‘can’!

Contributors:

Anna Pastwa | Gyan Prakash | Nichlas Kvist Jørgensen

Simon Overgaard | Victoria Vic

[Group 4]

Keep high level of performance

Lack of incentives

Near zero brand identity

Challenges

Problem Statement

Despite the high performance level of

Dansk Retursystem, it is lacking brand

awareness and user engagement which

are key trends in the future for modern

companies.

Trends

Gamification

Smartphone interaction

“Buying into something”

Solution

Gamified loyalty program

Creation of a ‘nudge’

Benefits to loyal recyclers

Download app and sign up 

Start recycling

Scan receipt and obtain pointsUse points for benefits

STEP 1 STEP 2

STEP 3

Green Club: Working Mechanism

STEP 4

Customer Feedback

A smart, cool and easy idea to inculcate in everyday life

Get money as well as additional benefits

Motivation to recycle more

Prices, offers and discounts should be attractive for viability

0 0.2 0.4 0.6 0.8 1

Reasons for using the app

Interest in the app

90

10Males

100

Females

MarketingTV Commercials Sponsorships

Social media Pant-machines

ImplementationOctober 2014 2014 2015

1. 1-2 m        

2. 1 m        

3. 3 m    

4.  

4.1

4.3 4.2

1 y

4.4

5.     1y 2 m  

1 – Market Research, 2 – App Development, 3 – Hiring, 4 – Execution of Marketing Strategy, 5 – Partnering with companies; 4.1 Pant Machine, 4.2 Sponsorship, 4.3 Social Media, 4.4 Television6. Launch

*y = year, m = month

6.

Financials

Costs Courtesy DKK

App Development Pikuseru 500.000

Team 3 hires 1.500.000

Social Media Ads Facebook ads 12.000

Pant Machine Ads Posters (vistaprint) 67.500

Sponsorships Free coffee event 40.000

Television ads TV2 Primetime, Oct & Nov

280.000

Total 2.249.500

Appendix

Segments15-30 years old Youth are critical

and more demanding for innovative solutions. They don’t have a specific solution for them

PROBLEM

30-60 years old They already have been introduced to the new Pantstation which is convenient for them.

NO PROBLEM

60-90 years old They want simple solutions they are used to and is convenient. The shops works fine for them.

NO PROBLEM

Partnership USPs

A broad youth segment as sales channel.

A green profile/CSR

Potentiel to sell more products when consumers engage with partner.

Example of point-system

Gamification“Gamification can help get stakeholders

passionately and deliberately involved with your organization.”

“Game-style engagement can bring an element of enjoyment to otherwise dull or

challenging tasks.”

“Gamification can be used to nudge people” - Deloitte Review