SOCIAL SWIPE IS THE FUNDRAISING INTERACTIVE BILLBOARD
Since 1958 the relief organization Misereor has been creating self-help initiatives in the third world. To make giving easier, Kolle Rebbe developed the first interactive donation poster that accepts credit card and triggers an interactive experience.
We’ve seen outdoor ads being transformed and the latest is this interactive charity donation billboard. “Social Swipe” places a dual screen billboard at the centre of the equation and through the middle runs a credit card swipe reader, which instantly turns credit card donation swipes into synced video on the screens.
A single swipe through the poster, created by Kolle Rebbe, Hamburg, donates 2 EUR to Misereor and triggers an interactive experience: the credit card cuts through the image of bound hands of an imprisoned child in the Philippines helping him to return to a normal life. Another scenario lets one to provide daily meal for a family in Peru: a credit card swipe cuts a slice of bread from a loaf.
“It was a challenge. All processes connected with the donation had to be synchronised,” says Kolle Rebbe ECD, Sascha Hanke.
“When the card is swiped a secure process quickly authenticates it and in a split second activates a film sequence on screen.”
“Social Swipe” was created with the help of Stripe, one of the leading providers in mobile payment. At the moment, the digital posters get a lot of attention at international airports. But they also have the potential of lasting impact: when donors receive their credit card statement they are asked to turn their single donation into a monthly one.
This shows the growing trend of billboards becoming more than just a poster thanks to digital. OgilvyOne’s “Magic of Flying” for British Airways took the Cannes Lions Grand Prix in the direct category this year, as well as awards in other categories.
Tate Britain also recently launched a campaign of digital posters, which featured different combinations of images and text depending on the time of day, the weather and even the presence of a full moon.
1 July 2014
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