THE POWER OF A COIN by Kolle Rebbe Hamburg for Bischoefliches Hilfswerk Misereor

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THE POWER OF A COIN

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Direct marketing
Market Germany
Agency Kolle Rebbe Hamburg
Copywriter Sascha Petersen
Account Supervisor Jan Kowalsky Kolle Rebbe Gmbh
Released May 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Charities Silver
Direct Lions Charities Silver
Promo and Activation Lions Best Use of Ambient in a Promotional Campaign Bronze
Direct Lions Direct Response Print or Standard Outdoor, including Inserts Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities
Advertiser: BISCHOEFLICHES HILFSWERK MISEREOR
Product/Service: CHARITY
Agency: KOLLE REBBE Hamburg, GERMANY
Entrant KOLLE REBBE Hamburg, GERMANY
Title: THE POWER OF A COIN
DM/Advertising Agency: KOLLE REBBE Hamburg, GERMANY
Creative Direction: Rolf Leger (Kolle Rebbe)
Art Direction/Idea: Felix Schulz (Kolle Rebbe)
Art Direction: Matthias Grotter (Kolle Rebbe)
Idea: Justin Landon (Kolle Rebbe)
Copywriter: Sascha Petersen (Kolle Rebbe)
Account Supervisor: Jan Kowalsky (Kolle Rebbe)
Account Manager: Jessica Gustafsson (Kolle Rebbe)
Account Manager: Guido Block (Kolle Rebbe)
Online Creative Direction: Matthias Erb (Kolle Rebbe)
Design: Matthias Grotter (Kolle Rebbe)
Web Development: Wadim Filippov (Kolle Rebbe)
Interactive Development: Tom Schallberger (Kolle Rebbe)
Interactive Producer/Artbuying: Emanuel Mugrauer (Kolle Rebbe)
Interactive Producer/Artbuying: Katja Sluyter (Kolle Rebbe)
Motion Graphic: Monika Huetter (Kolle Rebbe)
Realisation/Construction: Thomas Beecken (Thomas Beecken Realisations)
Illustration: Bomboland (Bomboland)
Describe the brief from the client
Misereor is one of the most active children’s charities in Europe, collecting donations year after year to support its international projects. But there could never be enough. If only everyone knew that even a small contribution can make a big difference – starting with just €2! The objective was to communicate this message to a wide audience over the long term.

Creative Execution

The billboard brought out the curiosity in people and animated them, in a playful way, to donate. Additionally, it answered a question that everyone asks: What happens with the donation and what good does it actually do?


Describe the creative solution to the brief/objective.

'The Power Of A Coin' – a billboard that has been redesigned to be an interactive donation box. When €2 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. This enabled Misereor to start up a dialogue with people online too.


Describe the results in as much detail as possible.

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 were donated via the billboard. More billboard locations followed.