The digital ad takes place on Amazon’s $25 deals of the day. In addition to showing a page of products that you can get for $25 or less, one of the products is not like the rest. Instead of a material item, one of the items listed is of a woman in need of help in Guatemala. Confused consumers can click on “See details” to learn more about the person.
On the page of the Kiva borrower, consumers can learn more about the person’s situation. Consumers can then choose to donate $25 or another amount, and then decide whether they want to donate once or on an automatic monthly basis.
Kiva
digital | experiential
Kiva is a non-profit organization that allows small business owners and those in need to apply for loans on the Kiva website. People are then able to lend money in increments of $25 or more to help Kiva borrowers reach their set goal amount. When fundraising is complete, borrowers repay their loan, allowing lenders to use the repayment to fund new loans, donate to Kiva, or withdraw the money.
Insight: Most people tend to spend $25 on material items.
Big Idea: With Kiva, you can spend your money more meaningfully.
The photo albums will include pictures of the Kiva borrower along with a brief description of what the lender needs the money for.
If consumers choose to lend money to Kiva, they can bring the photo album to the cash register to purchase. The money will go directly to Kiva to help small business owners, and consumers can reuse the photo albums however they choose.
Experiential
Amongst all of the holiday gift sets in a $25 gift section at Macy’s, Kiva will have its own section with a product unlike the rest. Instead of $25 gifts for the holiday season, Kiva’s section will have green photo albums featuring different Kiva borrowers. Because the photo albums are so distinctly different from the rest of the items in the section, consumers will be more inclined to see what the photo albums contain.