VML has modernised the dated donation mechanic in a bid to connect Legacy, the charity supporting the families of veterans, to a younger audience.
The key collection point for the charity has been tin money boxes on the counters of pubs and clubs around Australia. Replacing them is the Legacy Lager Tap is a dry tap that uses RFID technology to allow Australians to donate with the simple tap of their credit card or phone.
By shouting a ‘symbolic beer’ for a fallen veteran, all proceeds go to their affected families to help with aid such as children’s schooling, bills, and everyday groceries.
The pilot was launched in partnership with the Solotel group on Remembrance Day, Saturday, 11 November and supported by posters and coasters displayed throughout the venues, communicating the purpose of the tap while also fostering a stronger emotional connection with the sacrifices made by our veterans over the years.
Mitchell Watson, Legacy Club services director of fundraising marketing and communications, said: “We know that the younger generation in Australia will increasingly adopt digital payment methods in the future. We are continually exploring new donation tactics that support our mission of supporting veterans’ families.
“Legacy Lager is a great example of one such idea, that’s modern in its mechanic and also taps into a deep rooted Australian cultural insight of saying thanks with a beer.”
Jack Delmonte, VML creative director (Sydney), added: “Convincing people to give away their hard earned cash is tricky at the best of times, even for the worthiest of causes.
“But buying someone a beer to say thanks? We don’t even think twice. It’s entwined into the sticky red carpeted fabric of Australian culture. How could you not buy a bloke who fought in the trenches of WW2 a ‘beer?’”
Credits:
Client: Legacy Club Services
Director Fundraising, Marketing & Communications: Mitchell Watson
Community Fundraising & Events Manager: Jayne Cree
Marketing & Communications Manager: Melissa Dao
Creative Agency: VML Australia
CEO: Thomas Tearle
CCO: Paul Nagy
Group ECD: Jake Barrow
Creative Director: Jack Delmonte
Copywriter: Charlie Dejean
Art Director: Andrew Bao
Account Director: Leanne Keogh
Account Executive: Max Ohman
Strategy Director: Clancy Walsh
Executive Producer: Rachel Rider
Senior Integrated Producer: Stevi Russell
Senior Producer: Aborah Buick
Junior Producer: Tori Anderson
Experience Design Director: Elliot Owen
Senior Production Designer: Meg Copp
Designer: Brock Willis
Industrial Designer: Chris Roe
Freelance Filmographer and Editor: Oli Roe