Results and Effectiveness

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.

Creative Execution

Our team spent months developing and testing prototypes in an effort to seamlessly combine NFC technology and traditional stickers to create the first-ever NFC Charity Sticker – a completely new medium that effectively turns every donator into an instant walking, talking volunteer. Here’s how it works… 1. Stick on your NFC Charity Sticker. 2. Ask friends to donate by simply placing their phones up to the sticker. 3. The NFC chip will direct them to a donation page, where they too can make a donation. Hong Kong then embraced the project. It was championed by celebrities and the media, who helped us spread the word. Then in March 2013, we launched NFC Charity Stickers with UNICEF and overnight, our instant volunteers spread throughout Hong Kong. Using the same simple action of donating for a sticker, we managed to turn every donator into a walking, talking volunteer.

Insights, Strategy and the Idea

BACKGROUND: Since 1945, every Saturday in Hong Kong is officially known as ‘Flag Day’ – a government-approved day on which volunteers sell charity stickers to raise funds. But with limited volunteers, working within a limited timeframe, only limited funds can ever be raised. INSIGHT: Recruiting volunteers is always tough because volunteering demands time and commitment. This is especially true in a fast-paced city like Hong Kong. STRATEGY: If we could somehow recruit new volunteers without demanding any time or commitment from them, we could raise more funds. The question was how? IDEA: 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.