Brief for the EcoBonus Mobile Loyalty Program

Key InsightEco-friendly consumers want to be recognized by others for their earth conscious lifestyle, but they

also want to feel good about themselves for contributing to a better world and buying from

brands with strong values.

‘I’ll never drink another coffee. I love the message that they are trying to send. I’m willing to spend more

money to support them.” ~Peace Coffee Drinker

Reward your soul for rewarding the world.

Why are we advertising?Ecobonus needs to increase downloads and usage of their mobile application to build a stronger community of environmentally friendly consumers. The brand needs to increase trial among environmentally aware “NEOs”.

Background:For years, the green movement has permeated its way through culture, making its messaging largely normalized within the market place.

Consumers have been so bombarded by green messaging that it now has little effect on them. It is said today that positive reinforcement, and softer enticements like looking cool or earning cash can be used to hit consumers with an eco message.

Going green used to be a bit of a burden, where individuals only bought environmentally friendly products for the benefit of the external world. Today, going green is an object of desire, offering more “badge value” than ever before while

making consumers feel as though they are part of an elite club. Tesla made going green not just environmentally sound, but sexy. Consumers want to be recognized for their green initiatives by others, they want to feel good about themselves, and they want to affect change in the world.

What is the advertising trying to get the consumer to do?Ecobonus currently is focusing on building value around its mobile application, but the brand has little trial and consumer engagement with the tool. The brand faces a unique challenge. Ecobonus is rewarding consumers for their purchases of environmentally friendly products. However, “NEO” consumers don’t want to go out of their way to see rewards; they want to feel satisfied in themselves for making a smarter, more “earth-friendly” purchase decision.

Who are we talking to?The advertising is talking to “NEO” consumers, who buy products based on their value sets rather than deals. Many of these consumers are new mothers that want to make healthy food choices for themselves and their families.

What do we know about them that will help us?These consumers believe that what they purchase is a direct reflection of their attitudes, and more so a showcase of whom they are to others around them. They want to show off their “greenness” (think coffee enthusiasts). They truly believe that their small purchases can help make a large difference in cultivating a better world. They want to wear a “badge” for their accomplishments and purchase decisions, but they don’t want to go out of their way to get a small amount of recognition. In the technological culture that we live in today, brevity of information and simplicity of offerings is key to reaching consumers. The

consumers that we are talking to are more likely to engage in a rewards program when they quickly understand that its value goes beyond tangible rewards to give them a sense of achievement around “doing good”.

What is the main idea that we are trying to express?With Ecobonus, consumers can feel accomplished for their role in preserving the world we live in. The rewards are placed within the palms of consumers’ hands, but they are also rooted in the environment that we all live in. In utilizing Ecobonus to make more conscious purchasing decisions, we build a better tomorrow.

Why should people believe us?Ecobonus invites consumers to navigate through a list of environmentally friendly, natural products that they can purchase in stores to make healthier, socially conscious choices. In buying these products, photographing the receipt, and uploading the image onto the Ecobonus app, consumers have the opportunity to gain tangible rewards or have donations made in their name to cause

organizations. Additionally, consumers receive coupons and offers to make more purchases that leave a positive impact on themselves and the world around them. Ecobonus creates a community of consumers that buy based on values over deals.

The Work

The Work