Imagine if you could see the benefits of donation as soon as you drop your change into the collection box?

In an innovative campaign created by OgilvyAction in Germany, the Children’s charity African Angel showed the donator exactly what difference their spare change would make. With Immediate Effect.

Donators were invited to scratch away at  the squares on a wall poster in Dusseldorf, using their euros, to unveil a more picturesque image underneath showing what difference their euros will collectively make. In a day an age when we are so used to having/seeing/experiencing everything as soon as we desire it, this campaign successfully engages the audience to want to donate by by bringing the effects of the ‘campaign’ into the now.  At the Lounge, we observed  the ‘instant gratification’ trend last year, the key marketing trend drawn on here by Ogilvy Action to encourage people to part with their euros.

Introducing the same scratching and donating technique in a mobile experience, the instant gratification could be received using your mobile phone at any geolocation.  By making the seemingly mundane activity of ‘charitably donating’ an all round interactive ‘experience’ that extends beyond the 10 minutes of feeling good about yourself, whilst making it accessible to a wide audience, the profile of the charity was instantly raised and encouraged call to action.

Upshot? Unparalled ROI and quality engagement!