Results and Effectiveness: Thanks to the digital posters with just a single motif, over 3,000 EUR were raised at international airports in the first month only. We made sure our posters stayed on people’s mind longer: when those who gave received their credit card bill, they were suggested to turn their one time donation into a monthly gift. Compared with the same period of time last year, the number of regular givers making three or more subsequent donations rose by 23%. Creative Execution: The Social Swipe is a media-based donation method which triggers an interactive experience: when a credit card is swiped through the poster it cuts through the bound hands of an imprisoned Filipino child helping him to return to a normal life. Another scenario lets one to provide a daily meal for a family in Peru: a credit card swipe cuts a slice of bread from a loaf. Insights, Strategy and the Idea: Since 1958, the relief organisation MISEREOR has been supporting people through self-help initiatives around the world. In the fight against poverty and injustice every single euro counts, yet donation fatigue is setting in. How can it be shown in an innovative way that even a small donation can have a big impact? To overcome this hurdle, we developed an entirely new medium for giving: the Social Swipe – the first poster that accepts credit cards.
Execution The Rain Pack was inspired by traditional rain sticks. Spaces inside became a 3-chamber sound system through which specially selected objects bounce: pearl barley for high notes, lentils for low notes, and dry rice for mid-range frequencies. Shaped folds cause these loose elements to gradually pass through the chambers, imitating the sound of tropical rain, without increasing the weight of the standard packaging. The axisymmetric design encourages consumers to turn the pack and trigger the sound. Synopsis The Hansgrohe Raindance shower head sets new standards for shower pleasure.Its water stream is enriched with air to imitate the feeling of tropical rain. CampaignDescription We let customers experience an in-store taste of the key benefit of the Raindance shower head – with the first shower head packaging that has the sound of rain inside. Strategy Our objective was to grab the attention of the target group at the point of sale, and create interest for the unique Hansgrohe Raindance product benefit: a shower that lets you feel tropical rain on your skin. Outcome The Rain Pack encouraged customers to spend an above-average amount of time with the product, playfully inviting them to buy. Resulting in one of the most successful sales promotions in the Hansgrohe company history.