1. Green Club: Yes, we ‘can’! Contributors: Anna Pastwa | Gyan Prakash | Nichlas Kvist Jørgensen Simon Overgaard | Victoria Vic [Group 4]

2.  Keep high level of performance  Lack of incentives  Near zero brand identity Challenges

3. 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.

4. Trends  Gamification  Smartphone interaction  “Buying into something”

5. Solution  Gamified loyalty program  Creation of a ‘nudge’  Benefits to loyal recyclers

6. Download app and sign up Start recycling Scan receipt and obtain points Use points for benefits STEP 1 STEP 2 STEP 3 Green Club: Working Mechanism STEP 4

7. Customer Feedback Interest in the app

8. Marketing TV CommercialsSponsorships Social mediaPant-machines

9. Implementation October 201420142015 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 Television 6. Launch *y = year, m = month 6.

10. Financials CostsCourtesyDKK App DevelopmentPikuseru500.000 Team3 hires1.500.000 Social Media AdsFacebook ads12.000 Pant Machine AdsPosters (vistaprint)67.500 SponsorshipsFree coffee event40.000 Television adsTV2 Primetime, Oct & Nov280.000 Total2.249.500

11. Appendix

12. Segments 15-30 years oldYouth are critical and more demanding for innovative solutions. They don’t have a specific solution for them PROBLEM 30-60 years oldThey already have been introduced to the new Pantstation which is convenient for them. NO PROBLEM 60-90 years oldThey want simple solutions they are used to and is convenient. The shops works fine for them. NO PROBLEM

13. Partnership USPs  A broad youth segment as sales channel.  A green profile/CSR  Potentiel to sell more products when consumers engage with partner.

14. Example of point-system

15. 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