PHD works with Vodafone on charity campaign Celia Johnson
Strategic planning agency PHD Australia has developed a mobile campaign for The Smith Family charity, one of its first pieces of work since it rebranded from Total Advertising.
Designed to drive donations for its public appeals, the new mobile site, developed by mobile platform provider MIA, is being accompanied by a campaign including outdoor, DM and online activity. The mobile donation site, thesmithfamily.mobi, was initially launched through the Vodafone portals VodafoneLive and Free for Me with SMS “click to donate” or “click to call” options prompting donations. The new website, which is accessible across all networks, prompts consumers to donate amounts of $5, $10 or $20 with Vodafone customers able to have the payment transferred to their mobile phone bill. A series of SMS “call to actions” will roll out among Vodafone customers in the lead up to Christmas. The idea behind the donation site is to connect with “on the go” consumers who can be difficult to engage with via traditional advertising mediums.
Paul Henderson, executive director of The Smith Family, said: “As we are so reliant on donations from the public we are keen to innovate using the mobile platform to facilitate the ease of giving.”
Ali Parsyar, digital strategist at PHD, added the website is already generating a greater number of donations than the online campaign using banner ads.
“In two days of launching the test site with Vodafone, the number of donations on the site had out performed the ones made through online campaigns,” he said.
“This really proves the value of mobile in creating highly targeted campaigns.”
Parsyar said that the data collected from those who donate can be used to target specific consumers in future campaigns for the client.
