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  • SUB CATEGORY :
    INNOVATION IN CREATIVITY
  • COMPANY ENTERING :
    GREY WORLDWIDE SDN BHD, KUALA LUMPUR
  • TITLE :
    UNFORGETTABLE BAG
  • BRAND :
    TESCO MALAYSIA
  • ADVERTISER :
    TESCO MALAYSIA
  • AGENCY :
    GREY MALAYSIA, KUALA LUMPUR
  • EXECUTIVE CREATIVE DIRECTOR :
    GRAHAM DREW
  • CREATIVE DIRECTOR :
    HENG THANG WEI
  • COPYWRITER :
    SHAMINI KANDIAH
  • ART DIRECTOR :
    RALVE KHOR/AUSTIN LEE
  • ACCOUNT MANAGER :
    ELAINE NG/LEONG CHEH TENG
  • STRATEGIC PLANNING MANAGER :
    ASHLEY CHIA
  • AGENCY PRODUCER :
    SUZY CHIANG
  • OTHER CREATIVE CREDITS :
    RONOJAY GHOSH/HUMA QUERESHI
  • POST-PRODUCTION COMPANY :
    RAWR STUDIOS, KUALA LUMPUR/MOTION ROM, KUALA LUMPUR/
    2AM STUDIOS SDN BHD, KUALA LUMPUR
  • POST PRODUCER :
    YAP HUI WOON/ACE WONG/WIRA CHON
  • CAMPAIGN SUMMARY :
    PLASTIC IS THE PLAGUE OF OUR TIMES AND EVERYONE ASSOCIATED WITH ITS PRODUCTION OR DISTRIBUTION HAS A RESPONSIBILITY TO CHANGE OUR TOXIC RELATIONSHIP WITH IT. AS MALAYSIA’S LARGEST SUPERMARKET, TESCO MALAYSIA’S TASK IS TO FIND AN EFFECTIVE WAY TO FURTHER ACCELERATE THE REDUCTION OF SINGLE-USE BAGS.
    WE RE-DESIGNED THE EXISTING TESCO REUSABLE BAG BY ADDING
    A SIMPLE CHANGE, A BARCODE, WE TRANSFORM THE BAG INTO AN
    ON-GOING INCENTIVE THAT ALL SHOPPERS DESIRE. THE IDEA IS TO MAKE PLASTIC BAG “UNFORGETTABLE” BY TURNING IT INTO SOMETHING WORTH REUSING, CREATING A NEW LIFE-SAVING HABIT FOR SHOPPERS.
    IN 9 MONTHS, THE SIMPLE IDEA HAS REDUCED THE NUMBER OF SINGLE-USE PLASTIC BAGS BY 22% ACROSS ENTIRE TESCO NETWORK –
    MORE THAN 5 MILLION BAGS, THE SINGLE BIGGEST REDUCTION IN THEIR HISTORY. MORE IMPORTANTLY THAT’S MILLIONS OF PLASTIC BAGS SAVED FROM THE ECO-SYSTEM AND PROOF THAT CUSTOMERS ARE ADOPTING
    A NEW LIFE-SAVING BEHAVIOR.
  • THE BRIEF :
    WITH AN AVERAGE OF JUST 5% OF TESCO SHOPPERS BRINGING THEIR OWN BAGS – OUR KEY GOAL IS TO GET MALAYSIANS TO RE-USE THEIR PLASTIC SHOPPING BAGS. THE CURRENT SYSTEM MAKES IT JUST TOO CONVENIENT TO PAY AND GET THEM AT THE STORE. 1. REDUCE SINGLE-USE PLASTIC BAGS BY INCREASING THE AVERAGE RATE OF RE-USE FROM 5% TO AT LEAST 20%, WITH AN EASILY EXECUTABLE CAMPAIGN THAT CAN BE IMPLEMENTED ACROSS ALL 56 STORES AT MINIMAL COST AND LOGISTICAL OUTLAY. 2. INCREASE AWARENESS OF PLASTIC BAG REUSE AND ENHANCE TESCO’S GLOBAL REPUTATION IN SUSTAINABILITY EFFORT.
  • THE STRATEGY :
    WE MAKE THE PLASTIC BAG “UNFORGETTABLE” BY TURNING SOMETHING THE WORLD SEES AS RUBBISH INTO SOMETHING WORTH KEEPING, CREATING A NEW LIFE-SAVING HABIT FOR SHOPPERS. THIS IS ABOUT CREATING BEHAVIORAL CHANGE ON A MASS SCALE. INSTEAD OF TRYING TO CHANGE BEHAVIOR BY MAKING SHOPPERS FEEL GUILTY FOR FORGETTING THEIR BAGS, WE WORKED WITHIN THE SET OF ESTABLISHED ‘DEAL HUNTING’ BEHAVIORS OF MALAYSIAN SHOPPERS, THEIR LOVE OF REWARDS. WE RE-DESIGNED THE EXISTING TESCO REUSABLE BAG BY ADDING A SIMPLE CHANGE, A BARCODE, WE TRANSFORM THE BAG INTO AN ONGOING DISCOUNT, AN INCENTIVE THAT ALL SHOPPERS WILL CHASE AFTER. CREATING A REWARDS THAT ACTIVELY CHANGES BEHAVIOR.
  • THE EXECUTION :
    WITH LIMITED BUDGET AND URGENCY OF IMPLEMENTATION AT SCALE,
    WE RE-DESIGNED AN EXISTING TESCO REUSABLE BAG. NO SET UP COSTS,
    NO PRODUCTION DELAY. WE CREATED A UNIQUE DESIGN FOR THE DISCOUNT BARCODES, INTEGRATING THEM INTO THE FORM OF THE ANIMALS MOST AT RISK FROM PLASTICS IN MALAYSIAN OCEANS.
    THE DESIGN IS SIMPLE AND DISTINCTIVE - TO APPEAL TO THE WIDEST SPECTRUM OF CUSTOMERS FROM YOUNG TO OLD. SOLD FOR 50 CENTS, THE BAG HAS AN UNLIMITED REBATE OF 20 CENTS. SO USERS ONLY HAVE TO RE-USE THREE TIMES TO BE ACTUALLY MAKING A PROFIT FROM THEIR POSITIVE BEHAVIOR. THE BAGS ARE MADE OF RECYCLABLE MATERIAL, REPLACED FOR FREE WHEN WORN OUT AND RECYCLED INTO NEW BAGS. THE DESIGNS WERE EXTENDED THROUGHOUT THE STORE ON POS MATERIALS - POSTERS, APRONS, CHECKOUT BANNERS, SCANNER WRAPS. AT LAUNCH, AN ANIMATED FILM, IN OUR DISTINCTIVE DESIGN, HELPED LAUNCH THE CONCEPT WORLDWIDE.
  • THE RESULT :
    IN 9 MONTHS, THE NUMBER OF SINGLE-USE PLASTIC BAGS IS REDUCED BY 22% ACROSS THE ENTIRE TESCO NETWORK – OVER 5 MILLION BAGS -
    THE SINGLE BIGGEST REDUCTION IN THEIR HISTORY. THE NUMBER OF BAGS TAKEN PER CUSTOMER IS REDUCED FROM AN AVERAGE OF 1.38 BAGS PER CUSTOMER IN 2017 (DEC) TO AN AVERAGE OF 1.09 BAGS PER CUSTOMER BY SEP 2018. WITHIN 3 MONTHS POST LAUNCH, PERCENTAGE OF CUSTOMERS WHO RE-USE UNFORGETTABLE BAG REACHED UP TO 68% (AVERAGE NATIONWIDE), MAKING IT 14X MORE EFFECTIVE IN REDUCING SINGLE USE OF BAGS. THE CAMPAIGN WAS RAPIDLY ADOPTED NATIONWIDE TO ALL 56 STORES AS IT’S PROVEN SO EFFECTIVE AND EASY TO IMPLEMENT. FROM Q1 2019 ALL RE-USABLE BAGS WERE REPLACED WITH UNFORGETTABLE BAG AT ALL STORES. PR COVERAGE FOR THE LAUNCH SPREAD INSTANTLY TO OVER 70 COUNTRIES, WITH OVER 500 ARTICLES AND FEATURES, HELPING TESCO’S SUSTAINABILITY REPUTATION WORLDWIDE. (TESCO INTERNAL DATA)