SLIDONATION

TitleSLIDONATION
ClientHAPE HOLDING
Product / ServiceTOY
CategoryA02. Corporate Responsibility
EntrantBEIJING DENTSU ADVERTISING Beijing, CHINA
Entrant Company BEIJING DENTSU ADVERTISING Beijing, CHINA
Advertising Agency BEIJING DENTSU ADVERTISING Beijing, CHINA
Production Company BEIJING NDC STUDIO, CHINA
Production Company 2 D2C CHINA Shanghai, CHINA
Production Company 3 YA CHANG PRINTING COMPANY LIMITED BEIJING, CHINA

Execution

An innovative catalogue made in accordance with the China Children’s Charity Day on 6/22, which can make this donation to orphans fun and easy. SLIDONATION Since there’s an NFC chip installed in the catalogue, when people put their cell phone over the toy on the right hand page and slide it, the toy will magically appear in the hands of the orphan on the left.

The Campaign

People do not realize of the existence of orphans in their daily life. Remind them by advertisement the presence of orphans at the moment of purchasing toys, willing of donation increases accordingly at the meantime. Is it possible for this famous toy brand of Germany HAPE to solve the imbalance, and bring HAPPY to the orphan? An innovative catalogue made in accordance with the China Children’s Charity Day on 22 June, which can make this donation to orphans fun and easy. SLIDONATION Since there’s an NFC chip installed in the catalogue, when people put their cell phone over the toy on the right hand page and slide it, the toy will magically appear in the hands of the orphan on the left. Obtain high PR effect by attracting eyes to social theme of economic gap and orphan problem.

The Brief

Let children with a wealthy life notice the problem of orphans’ leap, and donate toys they desire. There should be higher sales, approximately 50% of the consumers participate in this event which is innovative compared to normal donation.

Results

The campaign started from 21 June and lasted for 10 days. 78% of the customers who visited participated in the event. During the campaign which has a low budget of 300 thousand, sales of the 20 selected toys increased 52% compared to last year and the overall turnover enhanced 28% as well. It did not only bring the orphans in Sun Village toys and happiness, but also spread the event to all over the country through media.

Execution

An innovative catalogue made in accordance with the China Children’s Charity Day on 22 June was installed both in store and online of HAPE, which can make this donation to orphans fun and easy. SLIDONATION Since there’s an NFC chip installed in the catalogue, when people put their cell phone over the toy on the right hand page and slide it, the toy will magically appear in the hands of the orphan on the left. Meanwhile, donors will receive a thank you letter directly from the orphans.

The Situation

It is a problem in China that whether the donation is delivered properly to the donee. For donors, they would like the donation to be open and transparent, and communication between donor and donee is necessary to enhance the participation rate of the donation.

The Strategy

People do not realize of the existence of orphans in their daily life. Remind them by advertising the presence of orphans at the moment of purchasing toys, willing of donation increases accordingly in the meantime. It is a problem in China that whether the donation is delivered properly to the donee. For donors, they would like the donation to be open and transparent, and communication between donor and donee is necessary to enhance the participation rate of the donation.

Credits

Name Company Position
KAZUKI TSUBURAKU Beijing Dentsu Advertising CO., LTD. Executive Creative Director
Yajie Bai Beijing Dentsu Advertising CO., LTD. Art Director
Yang Liu Beijing Dentsu Advertising CO., LTD. Copywriter
Long Cong Beijing Dentsu Advertising CO., LTD. Producer
Motohiro Konoe D2C China Co. Ltd. CEO
LU Chen D2C China Co. Ltd. Project Manager
Yingzhe He CCTV-9 Film director
Peter Handstein Hape Holding AG CEO
Yingying Qiu Hape Holding AG CEO
Lorin Ren Hape Holding AG Brand planning
HIROSHI YODA Beijing Dentsu Advertising CO., LTD. GROUP EXECUTIVE CREATIVE DIRECTOR
Siyang Zou Beijing Dentsu Advertising CO., LTD. Projiect Manager
Tianhe Zhang Beijing Dentsu Advertising CO., LTD. Art Director
Dan SU Beijing Ya Chang Printing Company Limited Projiect Manager