Available on iPhone and Android, the app was free to download. But to get a poppy, digital users then made a donation from the app home screen.

Users could then choose from two different poppy images to wear on their phone, and share the fact they had done so via facebook and twitter.

For every donation, a poppy was added to an ever-growing virtual poppy field (hosted on a microsite) so people could see their collective support for the appeal.

We drove people to download the app with press advertising and PR, while The Sun editorial made it a big part of their Poppy Appeal coverage.

In just a week, the app got more than 30,000 downloads with just over £60,000 being raised for the Poppy Appeal.

And rather than being a one-off, My Poppy is now set to be an even bigger part of the Poppy Appeal for years to come.