2012 Winners & Shortlists

Brief Explanation

“Chipsy Donations” digital activations were fundamental to the campaign’s integrated approach. The idea was to digitally interpret the donations concept into clicks. Rich media was utilized along with social media heavy presence to create awareness through teasers at first. The second phase revolved around a donations counter on the website, linked through several plug-ins on highly visited websites and different social media outlets. The campaign succeeded as the largest digital donations campaign in the country, generating more than 1.3 million clicks/donations, and delivering 133,769,962 impressions. Moreover, PR coverage and viral effects contributed to 126,745 new fans on Facebook.