The Microloan Foundation, a U.K. charity providing small business loans to women in sub-Saharan Africa, launched an interactive live donation digital billboard campaign at Westfield London, Shepherds Bush, this weekend.

Created by DLKW Lowe, the campaign asked the public to donate via SMS to activate the creative on screen and receive a personalized on-screen thank you message.

The screens showed an incomplete image of a smiling African woman constructed entirely from pennies. Users were invited to participate with the message: "Your small change can make a big difference in Africa. See How. Text CHANGE and your NAME to 70777." Users could then donate a fixed amount by text, and each donation caused a new batch of coins to fall into place on the poster image until eventually the picture of the smiling woman was complete.

Completed images appeared on penniesforlife.org.uk, where donors can look up their contribution and see their coins tagged within the image. Donors can then share their contribution with friends via Twitter, Facebook or email.

Digital production and technical build was coordinated by Grand Visual, with SMS monitoring and integration managed through their OpenLoop platform. The campaign's 3D motion graphics were produced by Absolute, with website design and build by United Studios.

Peter Ryan from The Microloan Foundation said in the announcement that his agency is "delighted by this campaign; it is highly innovative, interactive and we hope will attract a lot of new donors to support our work"

The MicroLoan Foundation was awarded £50k worth of media spend for the idea in last years "The Art of Outdoor Digital" competition hosted by Ocean Outdoor.

The campaign ran from Feb. 25-26 as a weekend domination on Ocean Outdoor's Eat Street digital poster site.

"The genius of this campaign is in its immediacy and responsiveness. It encourages the public to participate in the ad itself and personally thanks them for their involvement," said Dan Dawson, digital director at Grand Visual, in the announcement. "Online assets extend the life of the campaign and build awareness via social networks."

Read more about digital signage and mobile interactivity.

Related Content

User Comments – Give us your opinion!
Products & Services

HP Digital Signage Displays

http://global.networldalliance.com/new/images/products/5493.png

5493/HP-Digital-Signage-Displays

Ingram Micro/Digital Signage Certified Experts Program

http://global.networldalliance.com/new/images/products/thumbnail.png

3917/Ingram-Micro-Digital-Signage-Certified-Experts-Program

Planar LookThru Series Transparent LCD Displays

http://global.networldalliance.com/new/images/products/6603.png

6603/Planar-LookThru-Series-Transparent-LCD-Displays

CAYIN SMP-WEB4: Fanless, Web-based Digital Signage Player

http://global.networldalliance.com/new/images/products/4687.png

4687/CAYIN-SMP-WEB4-Fanless-Web-based-Digital-Signage-Player

LG 55LN541C

http://global.networldalliance.com/new/images/products/6429.png

6429/LG-55LN541C

FWD55H2TOUCH - 55” Touch Screen w/ Direct LED Backlight 1000 CD …

http://global.networldalliance.com/new/images/products/5867.png

5867/FWD55H2TOUCH-55-Touch-Screen-w-Direct-LED-Backlight-1000-CD-M2

HP Digital Signage Features

http://global.networldalliance.com/new/images/products/5497.png

5497/HP-Digital-Signage-Features

LG 47WS50MS-B

http://global.networldalliance.com/new/images/products/6431.png

6431/LG-47WS50MS-B

Presentation: Unleashing the Retail Customer Experience

http://global.networldalliance.com/new/images/products/webcast_small.gif

3099/Presentation-Unleashing-the-Retail-Customer-Experience

Scala Advanced Analytics

http://global.networldalliance.com/new/images/products/6169.png

6169/Scala-Advanced-Analytics

CONNECT 2014 Mobile Innovation Summit
Request Information From Suppliers
Save time looking for suppliers. Complete this form to submit a Request for Information to our entire network of partners.