We turned the red button on the A1 remote control into a red nose. As easy as this, a touch of the button becomes a donation of 2 Euros to Red Noses. TV spots and cut-ins invite to press the red button, or more specifically, the red nose, and bring joy to a sick child. We created a strong brand value between Red Noses and the consumer and enhanced the viewers behaviour. Afterwards, a clown personally thanks the contributor. The TV programme continues.

Implementing the red button on A1 TV reinvigorated TV as a medium for generating donations. As a result, its share of total monthly donations rose from 3.4% to 31.7%. On average, 1,200 Euros are donated every day, which is 69% more than in previous months.

The donation works without registration, credit card or mobile app. The amount is charged off the viewer’s monthly A1 TV bill.

Donation behavior in Austria could permanently be developed and simplified. And every single A1 TV viewer will associate the red button on the remote with a red nose from now on.