Unlocking the power of karma – How Asda and Metro plan to reward good deeds on Do It Day

Plan It Day brought together brands in search of creative solutions for world-changing ideas. As we look ahead to Do It Day on 2 November, we explore how Asda and Metro plan to reward and amplify good deeds. The challenge solutions are variable and may change on the day.

The challenge set by Metro in partnership with Asda was to amplify the Good Deed Feed which promotes acts of kindness in the newspaper. Resources available to the teams was coverage by the Metro, including advertising space, and Asda’s Facebook page (with over one million active followers), as well as its community champions who could be used to spread the word among local shoppers. IBM had also offered resource to help achieve any build requirements.

“When we read the Metro brief we thought that was spot on and we followed what they were thinking. Our [Asda and Metro’s] audiences are pretty similar and we just want to congratulate working people who are doing something that perhaps isn’t being appreciated but should be,” said Asda’s Emily Ogilvie.

Ideas included the use of Good Deed Day/Week stickers placed in-store on Asda products which, when purchased, would send money to a charity chosen by customers and readers of The Metro and giving away coupons for good deeds.

In the end, the winning idea aimed to ‘unlock the power of karma’ and build a bigger movement which shared a sense of purpose and create friendly competition and local pride within communities. Asda staff would be allowed to reward locals for good deeds they felt were deserving of recognition. This would include a central platform where good deeds were recorded and monitored, geotagged by city, with the data being part of a ‘Kind Cities Index’. Once a city reached a certain threshold, Asda staff would reward their communities.

A pre-launch phase would include promotion within the Metro and both brands’ social channels. IBM would be asked to build an app while an advert created by Radioville would be supplemented by POS and Clear Channel screens.

Winning team: William Benn, MoneySuperMarket; Fabien Le Thuaut, Business 360i; Mike Burgess, BAM; Jo Curtis, We Are Jackanory; Deena Brown, North Plains; James Walker, Havas MG.

Plan It Day was sponsored by Clear Channel, Bima, Digilant, Millennial Media, Undercurrent, Wunderman and Yoyo. To see how this plan and others like it are put into action, join us at Do It Day.

Photography by Bronac McNeill

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