Steffen Ansorge is the director of Kinetic Germany’s Innovation unit. Kinetic Worldwide, the leading global Out-of-Home agency, focuses on understanding how brands connect with people’s lifestyles and environments, while providing dedicated expertise in OOH planning and buying solutions. Steffen designs and implements creative campaigns for people on the move, outside of their homes, by using the latest thinking, technology and market trends.
Without question, Germany is a market that has been tremendously affected by Europe’s refugee crisis. Steffen was well aware of the generosity of the German people, but also knew that a majority of all donations were often unusable as they did not respond to daily refugee needs. For example, although there is an urgent need for men’s clothing, particularly in smaller sizes, 90% of the donations received are women’s clothes. This became the inspiration for the Diakonia Charity Donations Wish List, shortlisted at this year’s Cannes Lions Festival.
Digital OOH screens in Munich stations motivated citizens to help by showing nearby drop-off locations, but also by asking them to donate smarter. The campaign worked as a wish list, with the digital screens showing exactly what material donations were most urgently needed on each particular day.
Steffen’s idea was to collect data and information through social workers on-the-ground to learn directly what the refugees needed most. These details were then sent to dedicated servers which updated digital billboards in real time to 160 live digital billboards in high-footfall train and bus stations. The campaign ran for a month and peaked over Easter when people are in the spirit to give and help others.
The real time donations project increased awareness of Diakonia’s charitable work by 78%, while providing an increase of 65% in needed donations. Plus, the real time donations helped thousands of refugees with things they actually needed.