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Background

Boots UK launched a national recycling campaign in June 2008 offering customers the chance to recycle old mobile phones and inkjet cartridges, with the opportunity to earn up to 5,000 Advantage Card points by sending in products with freepost envelopes and at in-store collection points. This campaign now allows customers to recycle digital cameras, MP3 players and satellite navigation systems.

Objectives

To identify an innovative new campaign to reward Advantage Card customers for recycling mobile phones, printer cartridges and other devices
To demonstrate Boots’ commitment to the environment through the innovative scheme
To generate significant levels of funds for Boots’ chosen charities - Breast Cancer Care and The Eve Appeal

Campaign activity

This innovative new scheme offering Advantage Card reward points on all recycled goods was also the first time that customers could recoup Gift Aid on all recycled goods to increase revenues for charity.

Promotional activity included:

In-store
Channel
Online
Direct marketing
PR and editorial

Success

In just 12 months:

Massive 45 million Boots’ Advantage Card points were awarded to over 100,000 customers
112,000 mobile phones and 90,000 inkjet cartridges were diverted away from landfill
£60,000 was raised for Boots UK’s chosen charities - Breast Cancer Care and The Eve Appeal

Robert Pearson of Boots UK said: “We are delighted that this appeal has had such success. Customers have shown unprecedented support for this campaign, which is great news as it not only benefits our customers, but also raises money for our two very worthwhile charities and we hope it continues to be a success.”

Up to 5000 Advantage Card points with Boots