Case Film

Presentation Board

Title	THE SOCIAL SWIPE
Brand	BISCHÖFLICHES HILFSWERK MISEREOR
Product/Service	DONATIONS
Category	B08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company	KOLLE REBBE Hamburg, GERMANY
Advertising Agency	KOLLE REBBE Hamburg, GERMANY

Name	Company	Position
Sascha Hanke	Kolle Rebbe Gmbh	Executive Creative Director
Rolf Leger	Kolle Rebbe Gmbh	Unit Creative Director
Oliver Ramm	Kolle Rebbe Gmbh	Unit Creative Director
Jan Kowalsky	Kolle Rebbe Gmbh	Account Supervisor
Britta Kronacher	Kolle Rebbe Gmbh	Account Manager
Nadine Nolting	Kolle Rebbe Gmbh	Art Director
Sarah Sommer	Kolle Rebbe Gmbh	Copywriter
Felix Zielke	Kolle Rebbe Gmbh	Interactive Developement
Sven Hoffmann	Kolle Rebbe Gmbh	Interactive Developement
Kathrin Kleyh	Kolle Rebbe Gmbh	Agency Producer
Alexander Hildenberg	Kolle Rebbe Gmbh	Agency Producer
Katja Sluyter	Kolle Rebbe Gmbh	Art Buying
Martin Lühe	Kolle Rebbe Gmbh	Production Manager
Anne Schmücker	Kolle Rebbe Gmbh	Final Artwork
Jens Raddatz		Production
Patrice Lange	Waldmann Solar	Photographer/Sequences
Alexander Steinhoff	Virus@infected Postproduction Gmbh	Producer
Christoph Gemeinholzer	Harvest Digital Agriculture	Post Production/Online Finishing
Andreas Coutsoumbelis	Harvest Digital Agriculture	Post Production/Post Producer
Dennis Wieck	Harvest Digital Agriculture	Post Production/Color Grading

Results and Effectiveness

Thanks to the digital posters with just a single motif, over EUR 3,000 were raised at international airports in the first month only. We made sure our posters stayed in people’s mind longer: when those who gave received their credit card bill, they were invited to turn their one-time donation into a monthly gift. Compared with the same period last year, the number of givers making three or more subsequent donations rose by 23%.

Creative Execution

The Social Swipe is a media-based donation method which triggers an interactive experience: when a credit card is swiped through the poster it cuts through the bound hands of an imprisoned Filipino child helping him to return to a normal life. Another scenario enables you to provide the daily meal for a family in Peru: swiping the credit card cuts a slice of bread from a loaf.

Insights, Strategy and the Idea

Since 1958, the relief organisation MISEREOR has been supporting people through self-help initiatives around the world. In the fight against poverty and injustice, every single euro counts, yet donation fatigue is setting in. How can it be shown in an innovative way that even a small donation can have a big impact? To overcome this hurdle, we developed an entirely new medium for giving: the Social Swipe – the first poster that accepts credit cards.