Ben Bits will host an (International) Earth Day celebration event on April 22, 2020 at Museumplein in order to demonstrate how Ben Bit's gum is biodegradable and 100% plastic-free unlike competing gum brands (Unique Selling Point). A Ben Bit's representative will give out flyers to passerby that have a piece of Ben Bits to sample. The customers are encouraged to chew the gum and then place the piece on an outlined image of the Earth (70 meters long) on the ground. Pieces of gum are meant to fill the continents of the globe, and the "water" of the Earth will be filled with 100 kilograms of plastic waste- the same amount that an average North American and Western European waste per year. These two elements together- the chewed gum beside the plastic is a direct contrast between biodegradable and non-biodegradable articles. After the customer makes their mark and places the gum, they are encouraged to purchase another package of Ben Bits with the incentive that 1 Euro will be donated by Ben Bits for ocean restoration.

 

• Present insights (target group, product, usp)

  • Our target group is young professional women aged 22-30 years old. Most of these women would consider themselves activists in some way (whether for women's rights, climate change, pro-choice, etc.). The women in our target group care about sustainability and turn to products that are healthier for themselves and the environment.

• Describe your concept in 3 or 4 lines

  • Small changes to “do the ‘right’ thing,” can make a difference for your well-being, your community and neighbors, and the environment.

• Explain how your concept triggers emotion (and what kind of…)

  • Confidence, happiness, positivity, inspiration, optimistic, proud, satisfied, camaraderie.

• Explain how your concept is:

  • Original and fresh (compared to competitors)

    • We are increasing awareness of our product's sustainability and Earth-consciousness

    • We are giving out free samples so participants can try our gum

    • Creating a spectacle that could trend on social media and garner press/media coverage

  • Attractive (to the target group)

    • Transit posters are situated at locations that our TA would see on a daily basis from commuting to work and around the city

    • Our TA cares about sustainability and our product is sustainable

    • The event takes place at Museumplein- it is not as full with tourists as other locations like Dam Square, Central Station, Rembrandtplien or Leidseplein. Additionally, our TA is very oriented keeping up with cultural events, she is one to go to the museums and art galleries often.

    • She is an activist

  • Lean (can it be easily translated to other media)

    • The "Do The 'Right' Thing" Campaign can be translated into commercials, streaming TV/YouTube pre-roll, transit ads (OOH), social media posts, and other supporting events to our Earth Day event relating to sustainability

• Summary (the information above, in 4 lines)

  • Visualize how much plastic waste is created on Earth by placing plastics next to Ben Bits chewing gum on the outlined Earth image. Encourage customers to try our product and incentivize repeat purchase by saying Ben Bits will donate to ocean restoration.