Minewater wanted to show that its purified and mineral-rich water was good for everyone. So, they launched a campaign to help the millions worldwide who don't have safe drinking water. Research showed that 89% of people wanted to donate, but in reality only 0.9% actually donated. How could the company connect with people and also make it easy for them to donate?
Planning & Execution
Almost every product in the world has a barcode. Minewater has two. Swipe one, and you'll be charged $1 for the bottle of water. But, if you swipe the other, you'll donate 10 cents to bring water to African children who need it. This new barcode in the shape of a drop of water is called a Barcodrop. You can peel it off if you don't want to donate, and leave it on if you do. It's as simple as that. Every time you buy some water, there's a little more happiness in the world.
Effectiveness / Results
51% of customers made Barcodrop donations in only the first two weeks. With a little encouragement, the campaign rapidly spread via social media, with Barcodrop photo sharing becoming a hot trend in South Korea. The campaign transformed the idea of Corporate Social Responsibility (CSR) from being serious, complex and dull to being simple and fun. People felt good about donating and they felt good about Minewater.