Have a Heart for WiFi
The Schindler Parent Christmas Campaign
Even though our customers, suppliers, and partners were not naughty but nice this year and implemented great projects with us, they did not get any gifts from us. We had a different idea.
While working for our customer Liebenau Foundation, we gained valuable insight in their daily work. We were able to see how they help people every day, who live their lives apart from what our day-to-day usually means. We soon knew who should have our presents this year.
Together with the Liebenau Foundation, we quickly found a project that we would be happy to support: the establishment of a full-coverage WiFi-network at the residential school of the Vocational Training Centre Adolf Aich that should give the adolescents the opportunity to communicate flexibly and independently with their friends and family. Being an advertising agency, the topic of communication was of course made for us.
But we did not just want to donate. We wanted to participate actively. The result of that was our Christmas campaign. Quickly, all of our employees declared their willingness to support the campaign.
The big day arrived on the 24th of November. Some of our employees set out early so they could be at the Vocational Training Centre Adolf Aich by 7:30am. It was time to bake our voucher-gingerbread and Linzer tarts. And not just a few of them. After all, they were supposed to bring enough money into our coffers to finance the WiFi-network.
Working together with the young people of the Vocational Training Centre, we kneaded, rolled, baked, decorated and packaged the sweets. The hardest part was to get the gingerbread into the foil instead of the bellies. But we are very proud to say that the result proves that everything worked out perfectly.
At the advertising bakery.
A week later the visual design for the campaign was to be developed. In order to do that, seven adolescents from the Vocational Training Centre came to see us at the agency. Five of our employees taught a workshop for them, in which they gave them an understanding of our agency and different jobs in advertising. After that, the advertising materials were designed in teams.
At the end of the day, our visitors not only knew our daily work, but also had had the chance to actively participate in designing hangtags for the gingerbread as well as posters and banners for the Christmas market booth. They were part of finding ideas, doing photoshoots, working on retouching photos, and designing texts – from the start to the finished layout. The crowning glory was that every participant could already take home a freshly printed poster and a group picture.
In the cold of the Liebenau Christmas market.
Finally, everyone who had not been part of the baking or the workshop, stood inside our booth at the Liebenau Christmas market. In shifting pairs, they advertised our exclusive WiFi-gingerbread and Linzer tarts for two days in the icy cold, with warm hearts and candlelight. Successfully so. The gingerbread and Linzer tarts sold like hotcakes – if that comparison is appropriate in this case. After removing the booth and checking the cash, it became crystal clear: sales were much higher than expected and the campaign was an absolute success. No more waiting for the WiFi hotspot.
But that was not the full story. Our employees were so convinced of the idea and the project that they thought we should not only do without gifts for our customers but also without gifts for themselves. They had the idea that everyone should pick a project for which the corresponding amount of money for their Christmas gifts should be donated.
And these are the projects:
Save me Konstanz (www.save-me-konstanz.de)
Radio 7 Drachenkinder (www.radio7.de/views/programm/aktionen/drachenkinder.html)
Tierheim Friedrichshafen (www.tierheim-fn.de)
Deutscher Behindertensportverband (www.dbs-npc.de)
Deutsches Kinderhilfswerk (www.dkhw.de)
Deutsche Welthungerhilfe (www.welthungerhilfe.de)
24guteTaten Kalender (www.24-gute-taten.de)
Neven Subotic Stiftung (www.nevensuboticstiftung.de)
Deutscher Kinderschutzbund (www.dksb.de)
Sonja Reischmann Stiftung (www.sonja-reischmann-stiftung.de)
Stiftung Liebenau (www.stiftung-liebenau.de)
JAM Deutschland (www.jam-deutschland.org)
Terra Tech (www.terratech-ngo.de)
Krebszentrum Hegau-Bodensee (www.glkn.de/glkn/standorte/hbk-singen/medizinische-fachbereiche/krebszentrum/startseite.php)
Hunde für Handicaps (www.hundefuerhandicaps.de)
Tierheim Konstanz (www.tierschutzheim.de)
Projekt Nepal (www.nepal-schulprojekt.info)
Many thanks again to the printing company Schöler
(www.schoeler-kreativ.de), that greatly supported us by printing materials for the campaign.
Do you have any questions regarding our Christmas campaign, our customer Liebenau Foundation, or the Vocational Training Centre Adolf Aich? Please do not hesitate to contact me.
antje.koch (at) schindlerparent.de