Objective: To encourage employee participation in
the advertiser's United Way campaign.
Strategy and Execution:< To tie to its
theme of "The Magic of Giving," the bank kicked off its charity
drive with a magician who performed at headquarters meetings and
culminated in a sweepstakes drawing with a prize trip for two to the
Disney World Magic Kingdom. In addition to imprinted balloons,
rabbit-shaped bent pencils and other items, the key product was a
magic bank box given to each of the 7,612 employees for their desks.
It was imprinted with the names of organizations benefitting from
the drive and made money "disappear." Key drive personnel received
personalized motivational perpetual calendars. Campaign leaders were
presented jade crystal clocks with their city's skyline, their name
and "Thank you for making the magic" etched into the piece.
Results: "We raised
almost half a million dollars," said the bank's promotions officer,
citing a participation rate of 76%.
SILVER WINNER