THE POWER OF ONE RINGGIT

TitleTHE POWER OF ONE RINGGIT
BrandING INSURANCE BERHAD
Product / ServiceSPREAD THE SMILE MOVEMENT
CategoryB04. Public Service, Charity & Fund Raising
EntrantLEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company:LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA
DM/Advertising Agency:LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Credits

Name Company Position
Tan Kien Eng Leo Burnett / Arc Worldwide Executive Creative Director
Theresa Tsang Leo Burnett / Arc Worldwide Creative Director / Art Director
Valerie Chen Leo Burnett / Arc Worldwide Creative Director / Copywriter
Koh Siok Yee Leo Burnett / Arc Worldwide Art Director
Gauri Dalvi Leo Burnett / Arc Worldwide Senior Copywriter
Ong Chee Hin Leo Burnett / Arc Worldwide Production Manager
Liew Kam Yong Leo Burnett / Arc Worldwide Production Manager
Fok Soop Chin Leo Burnett / Arc Worldwide Studio Manager
Shukri Jai Leo Burnett / Arc Worldwide Brand Director
Fitrina Tutyzaini Leo Burnett / Arc Worldwide Brand Manager
Edwin Tang N/A Illustrator

The Brief

ING started a movement of bringing back the smiles of children born with a cleft lip and palate by getting people to sign up online. For every sign-up, ING promised to donate RM1 to CLAPAM for corrective surgery. To spread the word among its valued customers and corporate associates, ING organised a screening of a documentary called 'Smile Pinki'? a story of a girl born with a cleft lip and palate, who now flaunts her beautiful smile. The task was to get ING's valued supporters to attend this screening and join the movement.

Creative Execution

The idea of using a simple folding technique on a Malaysian Ringgit note to demonstrate how easy it was to make a child smile worked well to convince the target how a similarly simple act of donating one Ringgit can already start to give a child back a smile through corrective surgery.

Describe the creative solution to the brief/objective.

ING sent out an invite in the form of a one Malaysian Ringgit note - only this one had a little girl's face on it. The note was designed in such a way that the recipient was encouraged to interact with it to make the little girl smile. The message: One Ringgit is all it takes to bring back her smile, so please join the Spread the Smile movement. Instructions were given on the note, along with the documentary screening details and the call to sign up for the Spread the Smile Movement.

Results

43% out of 644 invitees confirmed their attendance at the screening. But the actual turn-out was an overwhelming 509 guests, as most of the invitees had chosen to spread the word to their friends and associates. More importantly, while the final tally of members who signed up for the movement peaked at 41,800 members, an impressive feat in itself, ING Insurance was generous enough to double the donation amount to RM100,000. Bringing a big smile to CLAPAM and especially to the children with cleft lips.