NFC CHARITY STICKERS

TitleNFC CHARITY STICKERS
ClientUNICEF HK
Product / ServiceCHARITY STICKER (PUBLIC SERVICE)
CategoryC01. Integrated Campaign Led by Direct
EntrantCHEIL HONG KONG, HONG KONG
Entrant Company CHEIL HONG KONG, HONG KONG
Advertising Agency CHEIL HONG KONG, HONG KONG

The Brief

THE HUMBLE CHARITY STICKER. Sold by volunteers to help raise funds every Saturday in Hong Kong since 1945. But since volunteering demands time and commitment, recruiting volunteers is always tough. To make things worse, the selling hours are limited to a tiny 5-hour window. So with limited volunteers, working within a limited timeframe, only limited funds can ever be raised. Our strategy to raise more funds was to somehow recruit new volunteers without demanding any time or commitment from them. The question was how?

Creative Execution

Recruiting volunteers is always tough because volunteering demands time and commitment. The beauty of NFC Charity Stickers is they have the power to turn every donator into an instant volunteer – all using the same simple action of donating for a sticker. No more, no less. Effectively, it demands no extra time or commitment from our new volunteers. Plus, every NFC Charity Sticker worn by our instant volunteers presents a new opportunity for people to donate – with absolutely no timeframe. It’s a win-win not only for UNICEF. But for every charity in Hong Kong.

Describe the creative solution to the brief/objective.

For the first time, we combined NFC technology with traditional stickers to create NFC Charity Stickers. Stickers that do more than just show your support. They have the power to multiply. And turn every donator into an instant volunteer – all using the same simple action of donating for a sticker. No more, no less. With this in mind, our target was to help UNICEF double their volunteers overnight and ultimately, double the funds raised.

Results

Overnight, NFC Charity Stickers created: - An unlimited number of volunteers - Working within an unlimited timeframe - Raising unlimited funds To date, the stickers have already: - Increased the number of volunteers x 30 - On average, every NFC Charity Sticker worn by our instant volunteers has raised a further 6 donations - Plus, with the stickers still in circulation, the funds being raised are still ongoing Best of all, within weeks, another major charity signed up for NFC Charity Stickers with many others currently in talks. So this is just the start.

Credits

Name Company Position
Billy Wai Expressu Production
Brian Wong Now Advertising Production Ltd. Production
Aigens Technology Ltd. Digital Programmer
Irene Cheung Cheil Hong Kong Limited Account Supervisor
Jam Lee Cheil Hong Kong Limited Account Supervisor
Jay Jeong Cheil Hong Kong Limited Account Supervisor
Eric Park Cheil Hong Kong Limited Account Supervisor
Teri Ng Cheil Hong Kong Limited Art Director
Ciff Luk Cheil Hong Kong Limited Art Director
Shi Ping Ong Cheil Hong Kong Limited Art Director
Jay Lee Cheil Hong Kong Limited Copywriter
Paul Chan Cheil Hong Kong Limited Copywriter
Jay Lee Cheil Hong Kong Limited Creative Director
Shi Ping Ong Cheil Hong Kong Limited Creative Director
Paul Chan Cheil Hong Kong Limited Creative Director