| Title | REAL TIME DONATIONS |
| Brand | DIAKONIA DIENSTLEISTUNGSBETRIEBE |
| Product/Service | CHARITY DONATION APPEALS |
| Category |
A01. Creative Data Enhancement |
|
Entrant
|
KINETIC WORLDWIDE Dusseldorf, GERMANY
|
|
Idea Creation
|
KINETIC WORLDWIDE Dusseldorf, GERMANY
|
|
Media Placement
|
KINETIC WORLDWIDE Dusseldorf, GERMANY
|
|
PR
|
KINETIC WORLDWIDE Dusseldorf, GERMANY
|
|
Additional Company
|
INFOSCREEN Munich, GERMANY
|
|
Additional Company 2
|
IWIE HARTMANN Mettmann, GERMANY
|
Credits
| Steffen Ansorge |
Kinetic Worldwide Germany GmbH |
Director Innovation |
| Martin Fuchs |
Kinetic Worldwide Germany GmbH |
Graphic Designer |
| Florian Lübke |
Kinetic Worldwide Germany GmbH |
Creative Manager |
| Tanja Anding |
Kinetic Worldwide Germany GmbH |
Director PR & Marketing |
| Benita Mayer |
Kinetic Worldwide Germany GmbH |
Marketing Manager |
| Thorsten Ebbing |
Kinetic Worldwide Germany GmbH |
CEO Central Europe |
| Dennis Kuperus |
Kinetic Benelux & Nordics |
Global Head of Innovation |
| Liliana Caro |
Kinetic Worldwide |
Global CMO |
| Katja Pfeifer |
Diakonia |
Marketing & Communications Manager |
| Mauricio Sabogal |
Kinetic Worldwide |
Global CEO |
The Campaign
We knew that people wanted to donate smarter, but they had no idea how to find out what items would really help. So, we created the first real-time donation drive that told donors exactly what was needed by the refugees and when. By collecting data from our on the ground social workers that was then shared via 170 live billboards, we reached hundreds of thousands of German donors. And our billboards went one step further by directing people to our custom website where they could find out more about the campaign, find drop off locations or simply donate money or their time.
Through our “Real-Time Donations” campaign, we engaged thousands of people per day and helped thousands of refugees receive the food, clothing and other necessities they actually needed. The campaign was a massive success and donations increased by 65%, while Diakonia brand awareness also increased by a whopping 78%. In addition, local and international press spread our message and Diakonia saw the best results over Easter they had in years.
Since the Syrian refugee crisis began, the German people have been very generous with donations. But, unfortunately over 90% of their donations were either unusable or not needed at the time. Our “Real-Time Donations” campaign is highly relevant because we were able to figure out a way to tell the German people exactly what was needed and when - in real time.
The strategy behind our campaign was based on the insight that people wanted to donate smarter. So, we spoke directly to the social workers and refugees on the ground to find out what they could really use. Then we sent that data to our dedicated servers which updated 170 live billboards in high traffic locations around Germany. By helping the German people know exactly what was needed, Diakonia was able to minimize waste and to help thousands of refugees across the country get the help they needed. The campaign ran for one month and peaked over Easter because we knew this was when people were more in the spirit to give and help others.