We decided to ask for donations at the best moment to move people: when they were feeling cold.

In order to do that, we used street clocks in an innovative way. For the first time, the message displayed interacted with the weather. As the temperature dropped, so did the girl, revealing the donation request.

Our first challenge was to convince our media partner to take the idea to the streets, since the Salvation Army doesn’t have any media budget. Clear Channel was touched by the cause and gave us the premium circuit of street digital out-of-home, precisely in the period we needed it the most.

70 thermometers displayed the message for a short, but very effective period, going on from July 13 to 19: the coldest week of the year.

The idea gained scale and moved other partners who offered us space for the full video of this campaign, allowing us to complement the coverage and generate better results.

With just one week, using exclusively digital out of home, we reached 4 million people, increasing website traffic by 20% and new registered donors by 25%. And 500kg of warm clothes were donated, showing that Rio can be a warm place even when the heat is gone.