Marketing Challenge
The holidays are an important time for families, especially with sick children. It’s also a time when it’s easier to ask for generosity. It is also a sad reality that hundreds of kids and their families spend the holidays at the Hospital. The Montreal Children’s Hospital wanted to create an original fundraising activation during the holidays utilizing the notion of stars This activation would have an impact on all Quebecers because of its powerful cause (sick kids), but also because of the simplicity of the donation and its instantaneous impact. The willingness to give is powerful, but there’s an even more powerful feeling created when you can see your donation come to life right before your eyes.
Solution
The project culminated in something called the Little Brats Constellation. From December 2nd to 31st, Quebecers could go online and purchase a star, or one of several whimsical constellations. There was even an option to send a caramel teddy bear to a sick kid. Each donation would become a digital star.
The collective impact of donors’ generosity was visible each evening as the constellations grew brighter and brighter on the outside back wall of the hospital. There were four constellations in total: Lea’s Unicorn, Noah’s Bear, Emilie’s Rocket, and Leo’s Monkey.
The campaign was driven by a multi-media strategy that included Facebook, Instagram, Tik Tok, Influencers, PR, a 15 second tv commercial and an on-site activation at the Grande Marché de Noël de Montréal.
Results
The campaign donations led to hundreds of stars coming together to create the Little Brats Constellations.
This could not have happened without the 2.7 million digital impressions and the roughly 1,000 interactions that took place at the Christmas lodge. Most importantly, thousands of dollars were raised for the Montreal Children’s Hospital through this multi-media and activation-based campaign.
VIBRANT is extremely proud of its contribution in brightening the Holidays for many young patients and their families.