CASE STUDY: Interactive & Immersive Experiential Shopping Centre Roadshow By World Vision Achieves Significant Uplift In Child Sponsorship Numbers
World Vision experiential activation in Meadowhall
BACKGROUND
- World Vision is the world’s largest international children’s charity. It is devoted to improving the lives of the most vulnerable children and, for more than 60 years, has brought real hope to millions of children in the world’s hardest places.
AIMS & OBJECTIVES
- Raise awareness of World Vision and help the world’s most vulnerable children through child sponsorship.
EXECUTION
- Journey of Hope, Village of Hope and Story of Hope are World Vision’s immersive experiences to tell the engaging story of 12-year-old Isata and her family in rural Sierra Leone. The interactive experiences give shoppers a glimpse into the home of Isata and her family before and after the support of World Vision.
- Rural Sierra Leone is also bought to life through interactive experiences which gives a deeper understanding of real life for many poverty-stricken communities around the world. A water station gives the opportunity to pump water at the fully working water pump and feel the weight of a 25-litre jerry can. In addition, visitors can visualise the daily hardship of the children through a virtual reality experience.
Shoppers experiencing World Vision’s experiential campaign at Meadowhall
RESULTS
Success and effectiveness is measured by the number Child Sponsorships, and by the percentage of donors that are still sponsoring a child after 3 months. These are all affected by first payments at POS, Acorn and audience.
Results from a selection of shopping centres:
- Ealing Broadway: 27% more of targeted demographics (ABC1) when compared to yearly average.
- Lewisham: attracted 47% more target age group than yearly average.
- Meadowhall: 46% more people signed up per day compared to average.
- Southside Wandsworth: 24% more people signed up every day when compared to yearly average. Out of all the shopping centres World Vision have ever worked in, Southside Wandsworth had the highest number (363) of children sponsored.
- The Friary Guildford: 30% higher targeted demographics when compared to average which has led to stronger retention of donors.
- The Glades: 27% more people decided to sponsor a child every day, when compared to yearly average.
- Westgate: 33% more donors of targeted demographic decided to sponsor a child.
For more information
Click the following link to walk through the World Vision experience
