Media company Touchmedia wanted to enhance its brand image with a campaign that helped others. It wanted to target affluent, educated, charity minded consumers in a financial position and social mindset to lend a helping hand. Surveys had shown that while consumers were willing to “do their bit” for charity, they were deterred by the lack of access channels and complicated application procedures.
Build for the Future, Touch your Heart was a new initiative to give their consumers a chance to spend 5 days teaching impoverished kids valuable life lessons in China’s earthquake stricken province of Sichuan.
Touchmedia employed in-taxi interactive screen ads which by definition reach an affluent audience. The screens invited consumers to touch the screen and enter their phone number. The campaign asked consumers for a one-time commitment of five full days out of their busy schedules, to give poor and needy children with a lifetime gift of education. This was supported by lifestyle editorials explaining the campaign and trying to get people to participate. Consumers could vote on proposed teaching plans and shortlisted candidates could determine which ones would be rolled out.
Some 11,502 consumer applied and they uploaded their teaching plans onto a central website. Poeople could then vote for the best plans and teachers and accept donations of items to take to Sichuan. Those who signed up would then share their experiences and pre-register for similar programmes.
Some 14m consumers were reached via the in-taxi ads and 1,3m explored the interactive ad site. 11,502 consumers applied for less than 40 spots and 117, 357 consumers voted online to select the teachers. Some 14,025 consumers pre-registered for similar programs in the future after seeing a recap of the inaugural Touch Your Heart programme.
This campaign is record-making in terms of making it convenient for as many consumers as possible to realize their childhood dreams and making consumers feel pure satisfaction and feel valuable to society.
Build for the Future, Touch Your Heart
The Consumer Benefit Award
- Brand:
- Touch Your Heart
- Brand owner:
- Touchmedia
- Category:
- The Consumer Benefit Award
- Region:
- China
- Date:
- September – December 2009
- Media Channel:
- PR,OOH
Please nominate a maximum of five favourite case studies to put forward for the People’s Award. They will appear in the “My Top Five” box on the top right. If you change your mind about any of the campaigns, simply click “remove”.
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