#ReBoxingDay
This Christmas, we worked with Vodafone to encourage consumers to ‘Give the gift of connection’ by donating their used devices to the ‘Great British Tech Appeal’. We built a purpose-led retail campaign, demonstrating how a great communication brand can help alleviate digital poverty by inspiring action from the Great British public.
Recently shortlisted by Campaign Tech Awards in the Tech for Good category.
The Challenge
A staggering 1.5 million households are without access to digital connectivity, whilst 80% of households have an unused digital device gathering dust. To close this divide, Vodafone established 'The Great British Tech Appeal', asking consumers to donate their unused devices to socially disadvantaged young people, giving them access to jobs, courses and mental health services.
The Insight
Behavioural research reveals that humans are strongly influenced by the actions of those around them. When witnessing people donating, this more than doubles the chance that others will too. Essentially, people inspire people. With this in mind, we knew that to spark tech donations to Vodafone, we needed this act of charitable giving to be seen by millions.
The Idea
We launched the retail Christmas campaign, ‘Give the Gift of Connectivity’, both online and in Vodafone’s 400 UK stores, asking shoppers to donate unused devices to help close the digital divide. However, we knew this wouldn’t be enough to generate mass donation, so we took our campaign to the streets. By making the act of donating old devices so effortless and visible, others were also motivated to take the same action.
What we delivered
Our experience, #ReBoxingDay, encouraged people to pledge to donate their old devices, whilst making the act as visible as possible. So much so, that passers-by felt compelled to do the same. Capturing the public’s interest was made easier, as we housed the experience in an unmissable red Christmas present with custom-built, transparent LED panels (a UK first). Through this, we displayed Vodafone messaging and heroed people pledging inside.
Word spread of our experience and very public acts of donation through high-profile influencer collaborations and owed, earned, and paid media.
