Loyalty One

Business Challenge 
The City of Toronto hosts annual Community Environment Day events in each municipal ward at which residents can safely dispose of electronic devices, vehicle tires and other household hazardous wastes. The city is particularly concerned with reducing the number of old batteries that end up in landfill sites. Officials have set a target of 70% diversion to safe disposal facilities by 2010. 

Practical Solution
For the 2008 Community Environment Day event in Scarborough Centre (Ward 38), one City Councillor decided to offer the AIR MILES Bonus Card as an incentive to encourage proper battery disposal. Any residents bringing in used batteries would receive a 10 AIR MILES Bonus Card. The high perceived value of the reward miles – which can be deposited online to AIR MILES Collectors’ accounts – would motivate residents to adopt greener practices, and the entire event would benefit from the strong brand recognition of Canada’s premier coalition loyalty program.