The Social Swipe
What ’ s were the primary channels used ?
Set up in airports , these visual digital posters would display images of some problems that Misereor works to resolve -- hunger was depicted with a loaf of bread .
So why was it successful ?
The billboard , is a non-invasive way to get people to donate , not only do you avoid being uncomfortably haggled when you ’ re walking down the street , the billboard ’ s interesting graphics draw the consumer in , promising some kind of interaction when the consumer is finally involved .
What can I take from this ?
Visually represent the impact of participating in the experience . People interacting with this display were shown exactly where their money was going -- like slicing bread for a hungry family . The clever placement and stand out visuals connected to the consumer , they were interested in something they had possibly never heard of before .
How did they communicate and talk with the consumer ?
After the consumer had swiped their card and donated the two euros , a message pop ’ s up on a bank statement thanking the participant and encouraging them to continue setting up a monthly payment . Therefore targeting them again after the first communication has taken place , using a second chance to re-communicate with the consumer again which is why the expenses to create the digital boards were worthwhile due to the final charity donation reward .
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Fig 37