ADMA pledges charity support with web blitz

The organisation has pledged to raise HK$100,000 (US$12,860) or more, via an online programme that it hopes will demonstrate the power and effectiveness of digital marketing in a quantifiable manner. "It's a model that is been used quite a bit," said M&C Saatchi director of integrated services Thierry Halbroth, who is leading the initiative in conjunction with ADMA's Sophie Lottefier. "You click, we donate and they survive. It was fast, easy to implement and it appealed to a lot of people." ADMA has, so far enlisted 11 cash sponsors, including Cathay Pacific, Wall Street Institute and eBay, who must contribute a minimum of $5,000. Users can visit the relevant website -- www.santaclaus.hk -- and click on a company logo. In return, they will receive an incentive from the corporation. Each click represents a $5 donation from the corporation to OSC. After clicking, the user can print the coupon/offer and redeem it offline. A viral component means friends can be referred to the portal, while ADMA is also launching an eDM game, along with banner ads on donated media from MSN, Atnext.com, scmp.com and ft.com, among others. "The second objective is to showcase the power of digital, that people are using online channels, that we can demonstrate strong solidarity and a strong viral component," said Halbroth. ADMA members donated their services free of charge to creating the campaign. Web Guru Asia and ADMA handled the microsite and viral component, while M&C Saatchi, e-Crusade and OneXeno developed the online advertising. M&C Saatchi also created the eDM. Other pro-bono contributors include DoubleClick, mOne, Nielsen/NetRatings, Pixel Media and Upstream Asia. "ADMA wanted to help OSC but we're also looking for a great case study of how digital is a good response mechanism, not only in a marketing sense but also in a fund-raising sense," added Upstream Asia CEO David Ketchum.