The Power of a Coin by Kolle Rebbe Hamburg for Bischoefliches Hilfswerk Misereor

The Power of a Coin

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Industry Charities, Foundations, Volunteers
Media Case study
Market Germany
Agency Kolle Rebbe Hamburg
Creative Director Rolf Leger
Copywriter Sascha Petersen
Production Thomas Beecken Realisations
Released May 2012

Awards

London International Awards 2012
Non-Traditional Public Service/Social Welfare Bronze Winner

Credits & Description

Entrant: Kolle Rebbe, Hamburg
MISEREOR e.V. - 2 Euro Help - "The Power of a Coin"
Corporate Name of Client: Bischöfliches Hilfswerk MISEREOR e.V.
Client Account Director: Michael Kleine
Agency Account Directors: Jan Kowalsky/ Jessica Gustafsson/Guido Block
Agency: Kolle Rebbe, Hamburg
Creative Director: Rolf Leger
Copywriter: Sascha Petersen
Art Directors: Matthias Grotter/Felix Schulz
Creative Technologist: Tom Schallberger
Design Director: Matthias Grotter
Art Buyers: Emanuel Mugrauer/Katja Sluyter
Illustration Company: Bomboland, Lucca
Production Company: Thomas Beecken Realisations, Hamburg
Technical Creative Director: Matthias Erb
Technical Developer: Wadim Filippov
Cutter: Monika Hütter
Description of the Project
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.