The 'Little Guy' by BBVA Adopts a Direct Donation Strategy
Courtney Scharf — June 13, 2012 — Unique
The 'Little Guy' by BBVA is a groundbreaking campaign which took advantage of a social problem to create social good.
After creating a very inexpensive video explaining the literacy-promoting campaign, the bank integrated the clip into its ATM machines so that it would play when an unreadable screen would pop up on the device. The actor explains the statistics surrounding the issue of literacy in the country, and prompts customers to make a donation using the ATM. Effective and truly in-your-face campaigning, this is an extremely direct approach to raising funds for a good cause. The reactions to the ATM stunt were immensely positive, and the strategy raised a great deal of awareness and money for literacy.
Proving that teaming up with large companies can be a huge advantage for a cause, this campaign is a smashing success sure to inspire other causes.
After creating a very inexpensive video explaining the literacy-promoting campaign, the bank integrated the clip into its ATM machines so that it would play when an unreadable screen would pop up on the device. The actor explains the statistics surrounding the issue of literacy in the country, and prompts customers to make a donation using the ATM. Effective and truly in-your-face campaigning, this is an extremely direct approach to raising funds for a good cause. The reactions to the ATM stunt were immensely positive, and the strategy raised a great deal of awareness and money for literacy.
Proving that teaming up with large companies can be a huge advantage for a cause, this campaign is a smashing success sure to inspire other causes.
Trend Themes
1. Direct Donation Strategy - Implementing direct donation strategies through innovative channels, like ATM machines, can effectively raise funds for social causes.
2. In-your-face Campaigning - Employing bold and attention-grabbing tactics, such as playing videos on ATM screens, can generate immense positive reactions and raise awareness for social issues.
3. Teaming with Large Companies - Collaborating with major corporations can provide a significant advantage for social causes, leading to successful campaigns and inspiring other similar initiatives.
Industry Implications
1. Banking - Banks can leverage their existing infrastructure, such as ATM machines, to facilitate direct donation campaigns and promote social causes.
2. Nonprofit/charity - Nonprofit organizations and charities can adopt disruptive strategies, like in-your-face campaigning, to raise awareness and funds for their causes.
3. Corporate Partnerships - Establishing partnerships with large corporations enables social causes to access the resources and reach necessary for successful campaigns.
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