aplan

Elliot McKellar & Ben McKeanDue to the topical nature of this brief we felt that customers already know about recycling schemes and how to live a more sustainable life. So rather than creating a cliché campaign promoting this we felt that it was more about involving the customer and making them aware of ‘Plan A’. As a result we decided to reward the customers and acknowledge the small things they do in a thankful and appreciative manner.

Ideas

At first me and Ben realised early that we had to think big and propose effective and inspiring concepts. We had a couple of ideas that we felt would help M&S communicate plan A with their customers but they were ideas we didnt feel anchored or linked together and had a real purpose/context.

aplan

Some of those ideas consisted of;- Interactive window display.- Calendar. - digital billboard.- In store plan a info pack.

Research

I went to Marks & Spencer to have a look around the store and there was very little evidence in store informing its customers about plan A. What little I did find was very bland and didn’t really explain what plan A was about. This initial research helped to give us direction as we then knew that we had to be producing work for in-store promotion.

aplan

Window Banners

From out research it was obvious that customers had no real understanding of M&S’s plan A initiative, what it was about and what they wanted to achieve. We felt the first thing we had to do in answering this brief was to make customers aware of plan A what its about and how they can get involved.

Window banners would firstly bring peoples attention to plan A as well as passers by. The banners will direct customers to the Plan A website whereby they will be able to find out more information about Plan A, the five pillars and the different pledges. To maintain our tone of voice we will use customer pledge sign ups for window displays with a thank you message to make them feel part of the store and that they’re doing a good thing.

With the designs of the banners it was my idea to use a play on words with ‘plan A’ in to Planet A. By doing this it made a clearer understanding of plan A and what its about, the audience will associate it with the well being of our planet. Which is one link Plan A is communicating.

aplan

Promotional pledges

As there are so many pledges for customers to consider with the Plan A scheme we felt that we needed to make it more digestable for the customers, We came up with the concept of Monthly promotional pledges which will encourage customers to sign up to Plan A and to gain a better knowledge of what its about.

When they sign up to the promotional pledges at the check-out instore they will recieve the monthly promotional gift. For example; We propose that when the customer pledges to buy free range eggs they will recieve this tea towel which will be a gentle reminder of the pledge they signed up for and what the sort of things they can do in their own lives whih link with Plan A.

aplan

Stickers

Following on from our new approach for the tone of voice for this project. Stickers were an easy way of thanking customers was to reward them with something that they could be proud of and wear with pride.

The stickers will be rewarded to customers in the same way the tea towel will be, once they have signed up for a pledge. The use of language on the stickers will leave other customers and passers by wondering what it is, thus encouraging them to find out more about Plan A.