Increase in all relevant KPIs: The target ROI was exceeded by +33% to 2.6. Donations rose +16% vs. benchmark, willingness to donate per capita +40%
How do you get people in Switzerland to donate to the less privileged — at a time when everyone was worried about themselves?
The cross-media campaign for HEKS encourages people to see everyday Corona rules from a completely new perspective and thus empathize with the problems of those affected. And that is by integrating the well-known BAG icons directly into the donation messages.
The extremely reduced subjects aroused empathy — and with measurable success:
Although the willingness to donate declined in Switzerland during the corona crisis, the donation level was maintained and the expected donations were even exceeded. The high donation contribution per household of +40% compared to the expected benchmark indicates a high level of mobilization. The campaign has effectively moved Switzerland.
