Best Non-profit Rich Media Online Ad

Over the past two years, the José Andrés-founded nonprofit World Central Kitchen activated in response to more than 25 natural- and man-made disasters, serving high-quality and locally-driven food to affected communities and first responders. WCK has earned global acclaim for this important work. As a nonprofit, WCK relies on donations from a contributor base that wants to learn as much as possible about what they’re supporting. To tell its story to curious new audiences, WCK partnered with interactive advertising company true[X]. Together they built a first-of-its-kind campaign that introduced viewers of digital streaming video to WCK’s mission on connected TV devices -- the latest frontier for advertisers and consumers. By snapping a photo of a QR code on their TVs with mobile phones, those phones became controllers for an interactive world map where they could click on different locations, from California to Haiti to Indonesia, and learn about WCK’s efforts there. They could then navigate through to WCK’s website on their phones to donate. Nearly 100% of users who encountered the experience opted to interact with it, and WCK was provided with valuable information about which regions and projects were attracting the most interest. 29% of users, for example, wanted to learn about wildfires in California. Thanks to true[X]’s flexible digital canvas, the “map” could be updated at any time to show new projects and priorities for WCK. It’s cutting-edge storytelling for a crucial cause, bringing WCK’s on-the-ground work straight into the living rooms of potential new supporters.

Contributors:

TRUE[X]

Location: United States