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Following the success of The Story Shop, World Vision and TYC combined forces again to take learning’s from the multi-award winning concept and further evolve the charity’s retail offer in premium shopping malls around the UK. The ambition for the next generation kiosk was to blur the lines between retail and installation to create an iconic destination that visitors recognise, remember and choose to interact with.

Having partnered with the charity for three years previously, team TYC was already well acquainted with the aims and objectives of the organisation. The World Vision UK team provided a fantastic kick-off session that comprised of a single (A0) briefing sheet that captured key learnings from The Story Shop.

The next step was to gain first hand experience, so the team put on World Vision uniforms and worked on the existing kiosk to learn about the day-to-day challenges of operating a mid-mall kiosk in a premium retail environment.

Following a short period of time for initial idea generation, a collaborative concept creation workshop was held where the project team (including both World Vision UK and TYC) got stuck in to creating and building ideas together. The output of the collaborative workshop was three different routes based upon a notion of creating a remarkable landmark / installation.

Following the development of ideas a single route, Garden of Hope, was selected and further worked in to. The digital touch points, human interactions, in-store communications and connected retail elements were considered together in order to design the best customer experience possible.

Visitors can learn more about the charity’s work and how they can join the efforts via a range of ways, from buying a Must Have Gift to sponsoring a child. Physical elements such as a weighted jerry can allow visitors to experience the real struggle that some children make for water every day. Digital touch points are integrated throughout the kiosk but human interaction is also incredibly important. The story of child sponsorship is brought to the forefront by allowing visitors to identify a unique child to sponsor there and then. Our digital partner, Omnifi, developed the Tap to Donate iPad application which uses a wireless iZettle card reader, allowing anyone to donate to the charity within 30 seconds (you don’t even need to talk to anyone to do it!). Tap to donate is promoted to breakdown the barrier of monthly donation and enables visitors to give as much as they can.

The installation features integral tech that helps engage shoppers with communities and children around the world. Dotted around the experience are four different screens (ranging from 55” down to 22”.) The interactive experience that sits on the screens includes a Map Mode, Story mode and DEC takeover mode. The Garden of Hope is able to react rapidly to crisis appeals with all digital elements communicating the crisis and all donations via tap to donate being sent to the appeal.

World Vision UK has again proved to be a progressive and brave organisation challenging the status quo of face-to-face fundraising and trailblazing the place of non-profits with in the premium retail landscape.

Visitors can learn more about the charity’s work and how they can join the efforts via a range of ways, from buying a Must Have Gift to sponsoring a child. Physical elements such as a weighted jerry can allow visitors to experience the real struggle that some children make for water every day. Digital touch points are integrated throughout the kiosk but human interaction is also incredibly important. The story of child sponsorship is brought to the forefront by allowing visitors to identify a unique child to sponsor there and then. Our digital partner, Omnifi, developed the Tap to Donate iPad application which uses a wireless iZettle card reader, allowing anyone to donate to the charity within 30 seconds (you don’t even need to talk to anyone to do it!). Tap to donate is promoted to breakdown the barrier of monthly donation and enables visitors to give as much as they can.

The installation features integral tech that helps engage shoppers with communities and children around the world. Dotted around the experience are four different screens (ranging from 55” down to 22”.) The interactive experience that sits on the screens includes a Map Mode, Story mode and DEC takeover mode. The Garden of Hope is able to react rapidly to crisis appeals with all digital elements communicating the crisis and all donations via tap to donate being sent to the appeal.

World Vision UK has again proved to be a progressive and brave organisation challenging the status quo of face-to-face fundraising and trailblazing the place of non-profits with in the premium retail landscape.

Garden of Hope

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