Client: Ronald McDonald House
The main message: highlighting the importance of parental presence for a child, especially in the hospital.
Target group: parents
Ad Screens: Shopping Digital
Campaign period: marraskuu 2024
”Nowhere does a child need their family more than in the hospital”, says Johanna Huhtariihi from the Ronald McDonald Children’s Charity
This message was linked by Dentsu Creative to the mission of Ronald McDonald House, which provides a home-like environment for families whose child is seriously ill and receiving treatment at the New Children’s Hospital in Helsinki, far from their own home.
Interactive special execution stopped viewers – activations more than doubled
Digital outdoor advertising provided the perfect platform to achieve the campaign’s goals. The interactive display responded to viewers by first showing a sad child on the screen, prompting them to step closer. As the person approached, the child’s expression turned into a smile, accompanied by the text: "Being close makes a big difference."
”The interactive display naturally responded to approaching viewers, enhancing the impact of the experience”, says Jarmo Juhala, Project Director at Dentsu.
The results demonstrate the effectiveness of interactive advertising: the interactive display was activated 2.17 times more often during the campaign week compared to the average weekly activations.
During the campaign week, donations were made 3.7 times more than the average
The QR code featured in the advertisement allowed viewers to donate in support of Ronald McDonald House’s mission. The powerful message, combined with a clear call to action, gave the audience a tangible way to contribute to an important cause.
“An ad gains more attention when it stops the viewer and evokes a reaction”, says Johanna Huhtariihi.
Key partners, including Inuits (interactive technology) and Tonto Helsinki (visual production), ensured the campaign’s technical and creative success. The campaign was displayed at Kauppakeskus Kamppi and Mall of Tripla, where it reached a larger audience than expected.
The Campaign Received Positive Feedback and Sparked Discussion
The campaign generated significant positive attention, both on social media and through direct feedback received by the foundation.
"The feedback has praised the message of the advertisement and how well the creative idea aligns with our mission", says Johanna Huhtariihi.
"We have received a great deal of positive attention and feedback. This has been a remarkable success, both in delivering an important message and in terms of user experience", adds Jarmo Juhala.
The campaign’s success highlighted the impact of outdoor advertising – not just in grabbing attention, but also in creating an emotional connection and delivering a meaningful message.
Watch the video of the campaign:
