INITIALS Marketing is to roll out an advertising campaign to launch re:route, a new iPhone app based rewards programme created by Recyclebank, the company that motivates people to take everyday green actions by rewarding green behaviour.
Launched in time for the London 2012 Games, the re:route app will be used to motivate people to walk and cycle more in London. Through GPS technology, re:route gives users different options of travel from their start point to desired destination, and rewards them for taking this journey. Free to anyone who travels in London, re:route will help London to achieve important sustainability goals as this new app makes existing green infrastructure even smarter.
Users of the app will earn Recyclebank points for each journey completed, which they will be able to redeem against a series of rewards from the Recyclebank rewards programme. National partners include Marks & Spencer, Champneys, Classic British Hotels, Origins Skincare, Cineworld, Lush & Rush Hair.
re:route is being supported by Transport for London (TfL). The re:route app is one of the initiatives to encourage people to cycle and walk more during the Games when London’s roads and public transport network will be at their busiest.
Campaign creative will encompass p
osters, press, online and DM executions.
Rob Crumbie, director of marketing and communications at Recyclebank said: “An estimated 1 million additional journeys are expected to be taken every day on the TfL network during the Games, so it’s an ideal time to launch a programme that rewards people for using alternative ways of getting around London. re:route will give people options over their travel routes, and reward them for making smarter choices. Ultimately this is about long-term behavioural change, getting people to use the app as a regular part of their day.”
Lucy Savage, director at INITIALS, added: “During the Games, London will have a great buzz but will also be pretty hectic. re:route is a great way of encouraging people to get active, see more of London and swerve busy public transport. The TfL media will work hard at engaging those currently commuting whilst the campaign creative will highlight how re:route can fit in with their daily routines and can be tailored to individual needs, for example, calorie counting and time saving, making for a useful commute companion.”
The new app is the latest addition to Recyclebank’s product portfolio as the organisation looks to extend motivating green behaviours beyond kerbside recycling. re:route is aimed at encouraging people to walk and cycle more, has health benefits for users and exclusive rewards for taking part. More importantly, the product will look to reward people for making smarter transport decisions – and provide on-going incentives to encourage this behaviour