Transport for London's (TfL) Barclays Cycle Hire scheme has quickly made its mark on London, with the branded blue 'Boris Bikes' now a familiar sight on the streets of the capital.
It achieved this by reaching out to multiple target audiences including cyclists, commuters, central London residents and tourists.
Behavioural economics analysis revealed that people tend to respond to what they consider to be a social norm, so to resonate with these varied groups the campaign launched with the line 'Catch up with Barclays Cycle Hire', to play on consumers' fear of being left behind.
The activity addressed every stage of the customer journey, and directed people to a website where they could find all the information they needed, and sign up.
It included emails to people on TfL's database, a presence on its own and other key London websites, PR activity and a partnership with freesheet Metro.
Once registered, members received a welcome pack and entered a customer relationship management programme to encourage continued engagement.
Awareness of the scheme reached 82% soon after its launch, and more than 107,000 people had signed up by December 2010. On average, more than 20,000 trips are made each day through the scheme - with six out of 10 of these replacing a journey on public transport.
The judges were impressed by the campaign's use of behavioural economics, hailing it as a 'city-changing initiative'.
HIGHLY COMMENDED
Unilever
Unilever's 'Cleaner Planet Plan' initiative aimed to reduce the environmental impact of its laundry products and encourage consumers to adopt more sustainable habits.
During 2009-10, the FMCG giant rolled out the scheme globally, joining forces with major retailers to encourage people to wash at lower temperatures and with fuller loads, as well as promoting the environmental credentials of its products.
The Cleaner Planet Plan is part of the Unilever 'Sustainable Living Plan', which is intended to cut the environmental impact of suppliers, distributors, consumers and Unilever itself through a set of 50 targets.
The Cleaner Planet activity increased brand loyalty and market share, enhanced Unilever's corporate reputation and has fuelled sustainable innovation by the brand.
Judges were particularly impressed by the brand's multi-territory approach.
Also shortlisted for Marketing for sustainable consumption: Fiat Group Automotive, Fiat eco:Drive; Kraft Foods, How Kenco used sustainability to be more sustainable
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