The Campaign

Advertising claim: "If you give a point and I give a point, hungry children will have more to eat" We are cooperating with the "Children Secret Base Free After-School Assistance Classes" to let people to contribute to a charitable cause by exchanging their reward points for nutritious suppers for underprivileged kids.

Creative Execution

? Use of an app to create a "new" points accumulation mechanism letting reward points be used directly for charitable causes in addition to being redeemed for rewards. ? Video -"Reward points can also support charity" short video, which will also help create a nation-wide movement. ? After the video is available online, it will be paired with community interaction, which will provide an easy-to-use introduction to point donation steps (four-panel comic) ? Various offline products will provide reminders to in-store customers: "Reward points can also support charity" for an O2O effect

Results

Results: ? A new-model retail channel charitable activity, has obtained good reviews from the online community (from content of Internet users' comments) ? Has reached the annual donation target of an amazing 300 million points in only three months ? Has raised enough funds to provide supper for 1 year to children at 21 secret bases throughout Taiwan.

“Reactivate Dormant Reward Points For Charity!” creates new points accumulation mechanism on app letting people donate reward points directly. Furthermore, it provides people with easy-to-use introduction to let people fully understand the reward points donation steps.

Strategy: It is hard to please all consumers with the rewards that can be obtained for redeemed reward points. But what if reward points could be combined with charity, and people could help others when they make purchases? Our strategy is: Let people use reward points that would otherwise be wasted to help children.