Goal: P&G is relaunching their Duracell product with powercheck function. Client produce product with charity mechanics: from each boughted battery pack they transfer 1 rub for Child fund to help childrens with herat defect. Our goal was create campaign to build awarness with a huge around activity.
Idea: We decide to engage people to participate in activity with very simple mechanics and collect their participation in one big heart in real life, which is show how people is empathize.
Solution: We decide to use charity placement for banners on popular websites, where each click on will make heart to bitterness brighter. Heart will be placed on one of the central square of Moscow with video broadcasting that every user can see it in live from any city.
Heart is show how much people click on the banner in real time. Its like a pulse of campaign.
On the promo website we showing agregated statistic from the banner campaign in realtime on the map of russian. It shows what city is most engaged, if Ekaterinburg will be post active they will bitterness brighter.
