Christmas Kettle campaign was to provide an easy and effortless way for the internet users to take part in the annual Salvation Army Christmas Kettle fundraising. The secondary objective was to develop the image of the Salvation Army as a societal organisation that keeps up with the times and realises the potential of digital media.

Execution: A user was able to make a donation and leave a reminder of his/her visit in the form of a Christmas decoration with a message. The decorations were placed in a virtual forest of Christmas trees. The users could visit the forest at any time to view the messages. To create a viral effect, the users were able to challenge other people to participate via the campaign site. The challenges could be sent as e-mails or SMS messages. In addition to the site, the campaign consisted of banner and print ads, mobile challenge messages (the messages could be sent from the campaign site and with the help of instructions on the print ads), and television “banner ads” that were shown during a TV chat program on national television. The TV banner execution was the first of its kind in Finland.