Challenge

The Fred Hollows Foundation and Specsavers wanted to generate donations and awareness in a unique way.

Solution

VMO delivered a smart campaign triggered by viewer engagement. Running in one of Auckland's busiest shopping precincts, the interactive campaign empowered viewers to ‘give the gift of sight’ over the festive season. By looking at the creative, shoppers generated a donation on behalf of Specsavers. Powered by DART, engagement with the creative was registered and a message of thanks served to the viewer.

Results

• 25,281 views* over the duration of the 10-day campaign - 2.5x more views than forecasted

• $10,000+ donated to The Fred Hollows Foundation

Specsavers Head of Marketing Planning NZ, Julie Fisher said, “The Fred Hollows Foundation NZ has been Specsavers’ national charity partner for many years, with a portion of every glasses sale going to the sight saving work that the charity does in Fiji. Recently, we’ve been working with The Fred Hollows Foundation NZ to come up with a series of unique ways to raise more money for the great cause and so when we learnt about the new technology available, we knew we had to get involved. We were thrilled to raise a further $10,000 through the sight for sight audience measurement billboard.”

Source:
*DART post-campaign results