The Mobile Interactivity Award: Microloan Foundation – Pennies for Life



The Microloan Foundation, a UK charity providing small business loans to women in sub-Saharan Africa, launched an innovative live donation digital billboard campaign at Westfield London in February.

Created by DLKW Lowe, the campaign asked the public to donate via SMS to activate the creative on-screen and receive a personalised on-screen thank you message.

The screen showed an incomplete portrait of a smiling African woman constructed entirely from pennies. Users were invited to participate with the message “Your small change can make a big difference in Africa. See How. Text CHANGE and your NAME to 70777.” Users then donated a fixed amount by text. Each donation caused a new batch of coins to fall into place in the creative until the portrait was complete.

Completed images also appeared online at penniesforlife.org.uk, enabling donors to look up their contribution, see their coins tagged within the image, then share their contribution with friends via Twitter, Facebook or email.

Digital production and technical build was co-ordinated by Grand Visual, with SMS monitoring and integration managed through their OpenLoop platform. 3D motion graphics were produced by Absolute with website design and build by United Studios.

The MicroLoan Foundation were awarded £50,000 worth of media spend for the idea in last years ‘The Art of Outdoor Digital Competition’ hosted by Ocean Outdoor.

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