The Salvation Army renewed its traditional Christmas Kettle (“Joulupata”) campaign by utilizing programmatic buying through Broadsign. The campaign proceeded easily thanks to the DSP purchasing system, demonstrating how charity can innovate and evolve in a digital environment.
Client: Salvation Army
Campaign objective: to raise funds for financially struggling families and others in need
Target audience: people over 18 years old willing to donate to charity
Advertising screens: Downtown Digital and Shopping Digital
Campaign Period: 27.11.–26.12.2023
The Christmas Kettle has been a part of Finnish Christmas tradition for over 130 years. The campaign's main message is simple yet powerful: to provide support to those in need during Christmas. Its goal is to raise funds so that as many low-income families and individuals as possible can experience the joy of Christmas.
Programmatic buying brought freedom and transparency to the campaign
Programmatic buying allows for precise tracking and real-time reporting of advertising campaigns, which enhances the targeting and optimization of the campaign. It enables flexible advertising planning that follows the customer throughout their entire journey, from the digital environment to the real world. This ensures maximum effectiveness of the advertising and keeps the brand continuously in the mind of the customer.
Read more about programmatic buying »
Programmatic buying of outdoor advertising, i.e., purchasing media visibility through an online purchasing system, is possible via various DSP platforms. The Salvation Army used Sage+Archer's DSP, enabling fast and effortless campaign execution.
Other purchasing systems include for example Splicky, Displayce, Verve (Platform 161), TapTap, Azerion, Adform, TheTradeDesk, BidTheater.
"Programmatic brings the freedom to control the campaign in terms of region, environment and timing. It also gives transparency as the campaign performance can be followed in real-time and campaign reporting can also be obtained directly from the platform", says Eveliina Ahola, Media Specialist (Print & OOH), Dentsu.
Outdoor advertising reached people in a positive environment during the Christmas spirit
The Salvation Army chose shopping centers and busy streets as campaign environments, naturally encountering the right audience. The strength of outdoor advertising is that campaigns are usually encountered in a positive mindset without disruptive interruptions, making meaningful and impactful topics like the Christmas Kettle visible in an optimal context.
"Outdoor advertising is a wide reach mass media with weekly reach of 99%. It’s also a non-consumable media where ad-blocks do not apply. That’s why we are able to reach the wide target group efficiently with outdoor advertising", adds Eveliina Ahola.
Pro bono visibility for a meaningful cause
