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.

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