Christmas appeal & digital acquisition campaign

Advertising & Marketing
Client
Ronald McDonald House Charities

Christmas is always a busy time of year, especially for organisations such as Ronald McDonald House Charity (RMHC), who face the difficult task of standing out in a crowd of other worthy causes. With so many charities vying for attention, the 2019 campaign needed to connect with audiences in a different way.

The key aspect of RMHC is their involvement with families, giving them a home away from home while they stay close to their child in hospital. For these families, the best gift they could receive is the gift of time to spend with their loved ones. We decided to tell this story, using a very special little character known as Jack.

With the creative direction set, it was all hands to the pump as well as a significant amount of magic fairy dust needed to bring it to life. With a very modest marketing budget, digital advertising formed the backbone of the campaign along with targeted direct communications.

A suite of six second pre-roll bumpers created intrigue, giving a small glimpse into Jack's world and enticing the viewer to discover more. All advertising pointed towards the campaign landing page where the full animated story could be viewed as well as donations made.

“It was an absolute pleasure working alongside Fuse Creative as part of our 2019 RMHC NZ Christmas Campaign. With their support, our campaign successfully over delivered on each of its key objectives, which were to; generate income, reach new audiences and to increase awareness and understanding of what we do. Most significantly, the campaign enabled us to reach new audiences and tell our story in an emotionally evocative and unexpected way.”

The Marketing Team - Ronald McDonald House Charities

Creating the storyboards for the Unwrappable gift

The storyboards for the Unwrappable gift

The animated story allowed people to engage with RMHC's purpose on an emotional level and really feel like their donations were contributing to families in need. It also managed to transcend generations, with parents and children both able to take something away from this simple story about little Jack trying to find the perfect gift for his friends.

Overall the campaign was a great success for RHMC. Not only did the donations increase, but many corporate sponsors rekindled their relationships - and so did some new ones! It's fair to say Jack touched the hearts of many and truly did help to give the most special gift of all: the gift of time.