Idea:
Smiling has loads of positive effects on our mood. It releases endorphins, reduces stress and can make us look younger.
Unfortunately, with the current economic climate and post-pandemic stress, many of us are left feeling like there isn’t much to smile about these days.
Smiling has loads of positive effects on our mood. It releases endorphins, reduces stress and can make us look younger.
Unfortunately, with the current economic climate and post-pandemic stress, many of us are left feeling like there isn’t much to smile about these days.
We are going to make it our mission give as many people as we can something to smile about. Here’s how Belvita can help...
We took this idea and developed it with Ocean Outdoors media, creating a digital first omni channel campaign that had at the heart of it innovative technology connecting with customers of all ages.
Showing them in real time the power of a smile and how it can make a real difference everyday. We partnered with food waste charity FareShare who help highlight the massive problem of food insecurity and donate everyday up to 100.000 meals to those in need.
Showing them in real time the power of a smile and how it can make a real difference everyday. We partnered with food waste charity FareShare who help highlight the massive problem of food insecurity and donate everyday up to 100.000 meals to those in need.
Using Ocean's interactive audience detection technology we collected donations through registered smiles'. Managed by Ocean Labs, the DOOH activation appeared across eight full motion small format city centre screens with high dwell times. Donations were triggered when participants were invited to stand on vinyl floor markers and simply smile at the screens. This activated an on-screen actor who smiled back at them with an instant message explaining how their smile 'just gave a meal to someone in need'.
Each of the DOOH screens had vinyl wraps with a QR code so passers by could learn about the Belvita partnership . This was also supported by further executions across video-on-demand. eCRM, paid social, in-store, influencer and PR channels.
With 'Give a Smile' the big push was to really create a campaign that delivered a positive change right from the start. QR codes in store and via DOOH D6's drove to a website that helped raise awareness and show the need for initiatives like this. Everyday three million adults go without food for an entire day due to affordability or access issues. Hopefully what we did with Belvita and FareShare went a little way to help support millions of people who are struggling to afford food and feed themselves and their loved ones...Big tick!
