With no business objectives in mind, “We believe in your kindness” campaign was crafted; a loose translation of Polish phrase “I count on your Sercasluchalnosc”. Christmas is a special time when people look for meaningful causes to give to. If we could narrow choice down to three deserving causes, we could capture the interest of our network and further demonstrate both our online and mobile prowess. The need came from our organisation’s desire to do something different and to embody the spirit of giving back through our creative, direct marketing concept.

A personalised email sent from SMG Poland CEO, followed by invitation from famous ad actor, Gunnar requesting a call to action to donate to “someone who really needs it”; and a real-time follow phone call with a message of thanks from the chosen charity. These were the elements of the activation that was emailed to 1200 recipients across Europe. By keeping execution short (just under one minute), we were able to hold recipients’ attention online. Donors were then shocked to receive an-almost-real-time follow up phone call of gratitude from their chosen organisation.

Our unwavering belief in people’s kindness at Christmas spread festive cheer to the value of 17,500 EUR across three charities with no budget spend. We achieved an 80% click through rate from 1,200 emails sent.

An influx of positive feedback from industry cemented our position as leading media group with strong in-house digital competence. Supporters were enamoured with the direct mechanism of our idea and the personalisation, and several clients subsequently asked us to create similar processes within their campaigns.

Many hailed “We believe in your kindness” as the best Christmas greeting they’d ever received! Another recipient wrote to us after receiving a phone call of gratitude from children of the foundation they supported, telling us they had, “tears in their eyes…. Thank you for letting me be a part of this great charity idea!”