The Social Swipe
Bischofliches Hilfswerk MISEREOR e.V.
Issue 31 | June 2014
Agency
Kolle Rebbe GmbH
Creative Team
Executive Creative Director Sascha Hanke Unit Creative Director Rolf Leger Oliver Ramm Art Director Nadine Nolting Copywriter Sarah Sommer Interactive Development Sven Hoffman Felix Zielke
Production Team
Agency Producer Kathrin Kleyh Art Buying Katja Sluyter Production Martin Luhe Final Artwork Anne Schmucker
Other Credits
Account Management Jan Kowalsky Britta Kronacher Photographer Patrice Lange (Waldmann Solar) Production Jens Raddatz Music Stephan Moritz Steve Patuta Kahlil Feegel Steven Schwalbe
Date
January 2014
Background
The relief organisation MISEREOR supported people around the world through self-help initiatives.
In the battle against poverty and injustice every single euro mattered, yet donation fatigue was setting in. The issue was to remind people that even a small donation could have an impact.
Idea
To make the donation process easier than ever, specially designed interactive poster sites were created, which accepted one of the most popular means of payment in the world, the credit card.
A single credit card swipe through the poster donated two Euros to MISEREOR as well as triggering an interactive experience. In one execution, the credit card literally cuts through the bound hands of a Filipino child, helping him return to a normal life. In another, the card cuts a slice of bread from a loaf to provide food to a family in Peru.
At airports, travellers were invited to donate by swiping their cards down through the middle of the poster.
Results
Over €3,000 EUR was raised by the posters at international airports in the first month alone. When donors received their credit card bills, they were reminded of the poster by being invited to turn their one-off donation into a monthly gift.
Compared with the same period last year, the number of regular givers making three or more subsequent donations rose by 23%.
Our Thoughts
Media planning is all about trying to get the right message to the right people at the right time. Airports are a brilliant location for these prototype billboards, where relatively affluent people often have time on their hands and any distraction is welcome. I call these ‘prototypes’ because I haven’t seen this sort of card- oriented poster before and surely there must be shopper marketers out there who can see a far wider use for it?
It’s a neat use of new technology coupled with a relevant and involving creative idea. A win-win.