The Brief

Korean people think that donation requires a lot of dedication and sacrifice. So we designed a campaign in a simple, easy and instant way to donate at the purchasing moment and spot. Our objective is to encourage more people to start donation easily with a small amount and to become regular sponsors, too.

Creative Execution

In Korea, people have to deposit a 100 won coin to use a shopping cart at malls. However, most of people think a 100 won coin is valueless, and the coin often goes missing. We wanted to change the coin into the valuable one for children in poverty.

Describe the creative solution to the brief/objective.

When people park their cars at a huge parking lot, they mostly memorize the parking area number marked on the pillar. We decided to change the parking area signs into names and ages of children in Africa to be remembered. So, we induced people to donate the coin in the donation box on the parking lot pillar, when they return the carts. We have printed a transparent QR code which becomes visible when coins are collected. So that people can scan with their smartphones and directs to an application button for becoming a regular sponsor.

Results

As a result, 90% of customers donated 100 won coins in the donation box. Also, the number of regular sponsors applied.