The Power of One Ringgit
Issue 15 | June 2010
Agency
Arc Worldwide - Malaysia
Creative Team
Executive Creative Director:Tan Kien Eng; Creative Director: Valerie Chen, Theresa Tsang; Art Director: Koh Siok Yee, Theresa Tsang; Copywriter: Gauri Dalvi, Valerie Chen; Illustrator: Edwin Tang
Production Team
Production Manager: Ong Chee Hin, Liew Kam Yong; Studio Manager: Fok Soop Chin
Other Credits
Brand Director: Shukri Jai; Brand Manager: Fitrina Tutyzaini
Date
21st November 2009
Background
ING had a relationship with CLAPAM, a registered charity which was devoted to helping children with cleft palates.
The task was to persuade ING’s valued customers to join them in supporting this worthwhile cause by inviting them to a screening of the documentary “Smile Pinki”, about a girl born with a cleft palate who recovered her beautiful smile.
For every person who signed up to the screening, ING promised to donate RM1.
Idea
ING sent out the invitation in the form of a Malaysian one ringgit note, only this particular note had a little girl’s face on it. The note was folded in such a way that the recipient was encouraged to interact with it to make the little girl smile. The message was, one ringgit is all it takes to bring back her smile, so please join the Spread the Smile movement. Instructions were given on the note, along with details about the screening.
Results
43% out of 644 invitees confirmed their attendance at the screening but the actual turnout was an overwhelming 509 guests because many of the invitees had spread the word to their friends and associates. More importantly, while the final tally of people who signed up for the movement peaked at 41,800 members, an impressive feat in itself, ING Insurance was generous enough to double the donation amount to RM100,000, thus bringing a big smile to CLAPAM and to the children they help.
Our Thoughts
There are two things about this that are interesting. The first is that it is an interactive idea. Pull the one ringgit note apart just slightly and you transform the little girl’s face. It’s a demonstration of what your money can do. Beyond that, however, the idea shows how mail marketing isn’t just physically engaging but that if the idea is powerful enough it can acquire a new life in social media. Because the idea was involving and interesting in itself it prompted people to share it with others and swell the numbers who came to the screening; and swell the number of donations; and increase the number of cleft palates treated. A very real ROI (return on idea).