The Campaign

Most people take donation seriously. So we thought of an idea to donate a coin in the shopping cart at ease. We changed the sign of numbers and alphabets on the parking post to the names and ages of the children in poverty. As a result, those who used the parking lots in the mall remembered the name of children and they spontaneously donated the coins of the shopping carts to the children on their posts.

The Brief

Let’s turn a valueless 100 won in a shopping cart to a valuable 100 won for world’s children in poverty.

Results

90% of all customers donated ₩100 coins in the donation box. Also, the regular sponsors who have applied through the use of a QR Code have increased by 30%.

Execution

This campaign implemented at Home plus parking area for the one week

The Situation

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.

The Strategy

Change the parking area signs into names and ages of children in poverty! When people are parking a car, they will recognize children’s name and age. 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.