Alternative marketing thinking

iCONTRACT

Citizens Bank’s Green$ense

Citizens Bank has launched it’s Green$ense Campaign which pays customers ten cents for every electronic transaction they make but only up to $10 per month and $120 per year. The transactions include purchases made by debit card, paying bills online or have an automatic payment charged to their accounts. Each month the bank will automatically deposit Green$ense cash into the customer’s checking account and send them an email notifiying them of their monthly Green$ense deposit. The bank is taking the idea forward interestingly by giving away debit cards made of recycled plastic and enabling their website with a Payment Impact Calculator where people can actually see the difference and by giving tips on how people save on various bills by being eco-friendly. The campaign rolls out in print, radio, outdoor and television with headlines reading “Being eco-friendly just got eco-nomical” and “The environment is like a bank account. Every little bit helps.” But thinking about it in depth, will this really mean that people are going green? A customer could use his card to buy things like fuel and paper plates, stuff that eventually only adds to pollution.

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