Challenge: To develop an attention-grabbing Interactive Installation for the international children’s charity MISEREOR in order to generate donations for the charity’s projects. The objective was to communicate the fact that even a small donation can make a big difference.
Strategy and Solution: It was necessary to make people directly aware of the impact that 2 euros can have. To achieve this, a billboard was redesigned to be an interactive donation box. When 2 euros are donated directly on the billboard, the various MISEREOR aid projects visually come to life. A built-in camera takes a photo of the donor, which he can post on Facebook and then share information about the promotion. As a result, the promotion spread virally online and on many blogs.
The promotion started in February 2012 at Hamburg’s airport. After just one week, it was shared on Facebook over a thousand times. What’s more, the press and numerous blogs reported on “The Power Of A Coin”. Within a month, over 2,000 euros were donated via the billboard. More billboard locations followed.