Pass the Ball is a multiplatform campaign targeted at raising the general public’s awareness and to raise money for the Spanish Red Cross.

A red ball of solidarity travelled the country from mobile to mobile, propelled by the general public to raise money for the Spanish Red Cross. Pass the Ball is the first App that only works on one mobile phone at a time.

If the ball came to you, you became the campaign star, because everyone knew in real time who had the ball and where they were located, thanks to the App’s live connection with TV, radio, outdoor screens at airports, train stations, shopping centres, underground stations…. as well as the website, banners… even football stadiums. Some of Spain’s most famous TV and radio presenters also endorsed the campaign.

With over 370,000 downloads in just two weeks and an audience of over 31.5 only in Spain, we got the entire nation watching out for the star of the moment, because the sooner they passed it, the more money was raised.

When launched, the ball would land randomly on someone’s mobile phone, uniting thousands of previously unrelated people in a chain of solidarity, sharing one common goal.

The App spent a week at the Nº1 spot at the App Store and Google Play, but most importantly, the ball arrived back at the Spanish Red Cross with over €207,000 raised and the support of an entire country for those people who needed it most.

In order to incentivize downloads of the App we devised a TV spot, mentions on popular TV and radio shows, digital OOH elements as well as Vodafone-owned media elements.

We booked online and off-line formats capable of synchronizing live with the App in order to ensure that everyone could follow the ball’s journey in real time and find out who had it on their phone. We launched the ball live on Spain’s most popular TV show and we booked live micros for TV and radio, covering news bulletins, sports, magazine programmes in which the presenters kept audiences updated on who had the ball and where they were, transforming them into advocates of the action.

The social networks and digital formats such as banners or outdoor screens communicated automatically with the App’s database, showcasing the photograph, name and location of the campaign’s current star of the moment, in real time.

This is the first time that a mobile campaign stood at the core of a multi-format campaign. Over 370,000 downloads and 230,000 users were registered in just two weeks, with a week at the Nº1 spot at the App Store and Google Play. More than 385 million of impacts with an audience over 31.5 million only in Spain, endorsement by famous spanish TV and radio presenters managed to get entire cities watching out for one individual in possession of the ball on their mobile phone.

11,021 users passed the ball from one to another with each individual possessing it for an average of 1.5 minutes. The ball arrived back at the Spanish Red Cross with over €207,000 raised, paying tribute to the efforts of the entire nation to help those who really needed it most.