| Title | REVERSIBLE BARCODE |
| Brand | LIFE NUTRITION |
| Product / Service | HEALTH SUPPLEMENTS |
| Category | B02. Fast Moving Consumer Goods |
| Entrant | CHEIL HONG KONG, HONG KONG |
| Entrant Company | CHEIL HONG KONG, HONG KONG |
| Advertising Agency | CHEIL HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Paul Chan | Cheil HK | Executive Creative Director |
| Shi Ping Ong | Cheil HK | Executive Creative Director |
| Wilson Ang | Cheil HK | Creative Director |
| Paul Chan | Cheil HK | Writer |
| Wilson Ang | Cheil HK | Writer |
| Shi Ping Ong | Cheil HK | Art Director |
| Ivan Au | Cheil HK | Art Director |
| Fai Leung | Cheil HK | Art Director |
| Moe Lee | Cheil HK | Art Director |
| Jay Jeong | Cheil HK | Account Service |
| Connie Cheung | Cheil HK | Account Service |
| Denise Chan | Cheil HK | Account Service |
In the first month alone, 63% of customers voluntarily made a donation by reversing their barcodes. Sales volume went up by 19%—making it Life Nutrition’s most successful promotion campaign to date. What’s more, Life Nutrition is now rolling out Reversible Barcodes in other countries. So this is just the start.
Rather than focusing on the problem, we focused on how easy it was for people to reverse the environmental impact of every purchase—through a simple reversible barcode. The barcode became the hero in all our communications: IGNORE: When customers make a purchase and scan it as normal, they pay the normal price SAVE: But if they turn the barcode upside down, one extra dollar will be charged and donated to help offset the impact of every purchase First, we spread the word with our fans on Weibo (Chinese version of Twitter). Then we launched a promotional video on Youku and Tudou (Chinese versions of YouTube). Digital, print and prominent point-of-sales materials (including a 12-page booklet) made our message unavoidable. Through this integrated media mix, the strength of the idea was clear: turning a simple barcode upside down can now turn an environmental problem on its head, quite literally.
Rising global consumption is one of the biggest threats to our planet. We’re now buying more and wasting more than ever—with over 4 trillion gallons of industrial waste produced each year. Our brief from Life Nutrition was to encourage customers to make a small donation to help offset the environmental impact of every purchase. However, we knew that whilst 89% of people are willing to donate, less than 1% actually do. Our strategy therefore was to make it super easy for customers (both existing and new) to donate. So for the first time ever, we introduced Reversible Barcodes on our products. Simply turn the barcode upside down, and one extra dollar will be charged and donated to Greeners Action—one of Asia’s leading environmental protection groups. The brand’s new direction is ‘Best for Life’. Could there be anything better for life than protecting the planet for future generations?