McCann Worldgroup Singapore and Community Chest launch first-ever eCommerce shop front with Lazada to encourage shopping for those in need
For the first time in Singapore, McCann Worldgroup and Community Chest are partnering with leading eCommerce platform, Lazada, on a digital fundraising campaign that seeks to raise donations for over 80 social service agencies and more than 200 critical social services.
The “Add a New Story” fundraising campaign on Lazada features three short films highlighting the empowering effects of donations on six of Community Chest’s beneficiaries, and aims to inspire the community to donate and help “add a new story” to the lives of those in need. Instead of receiving an item after placing an “order” on Lazada, the monies are “gifted” as donations to Community Chest after checkout.
Leveraging popular year-end shopping events such as today’s 11.11 Global Shopping Festival, as well as Black Friday, 12.12 and Christmas, shoppers can visit the Community Chest page on Lazada to learn more about six Community Chest beneficiaries, and choose to make donations by purchasing one of six “gift boxes” available in varying denominations ($15 to $100). Instead of receiving an item, users’ donations go directly to Community Chest.
Details on the range of social services for the different vulnerable groups supported by Community Chest accompany each of these “gift boxes”, helping shoppers better understand the impact of their donations. In support of this, Lazada will waive a portion of the platform’s transaction fees and invest in raising awareness of the fundraising campaign.
“Helping society progress is at the heart of what Lazada aims to achieve, and this partnership with Community Chest gives us an opportunity to tap the unique strengths of eCommerce to do good, and engage our customers in a meaningful way. By launching this initiative alongside Lazada’s 11.11 Shopping Festival, we hope shoppers will support our efforts to promote social well-being and give back to the less fortunate members of our community,” said James Chang, CEO of Lazada Singapore.
The e-commerce fundraising campaign was conceptualized by McCann Worldgroup Singapore and Community Chest’s brand and communications team to help next-generation donors recognize the relevancy and significance of Community Chest. Donors today prefer giving experiences that clearly articulate the impact of their contributions, and are turning to less traditional donation vehicles, such as online crowdfunding platforms, where the immediacy of their contribution is clearer. The Community Chest shopfront on Lazada leverages online shopping sprees during the holiday season, and encourages shoppers to convert their generosity for gift-giving towards those in need.
Alfred Wee, Creative Director said, “Black Friday, Singles Day and the Christmas season reward digital-savvy shoppers with the best deals and discounts on their dream products. As Singaporeans enjoy their shopping spree, we hope that they’ll also add a more meaningful purchase to their basket…essential social services that could help change the lives of our beneficiaries fulfilled by their donation to Community Chest.”
Up to 20 per cent of all funds raised by Community Chest from now until 31 March 2020 will be matched by the Government through the Bicentennial Community Fund. With fundraising and operating costs covered mainly by Tote Board Group, 100 per cent of donor contributions go towards Community Chest’s supported causes and charities.
“Collaborations bring about greater impact, and that is why Community Chest is thrilled to partner an eCommerce leader like Lazada in caring for people with different needs within our community. As we continue to innovate our digital fundraising efforts, Lazada’s reach through their eCommerce gateway will enable us to engage more people in building a caring and inclusive society, especially millennials who like to care through the convenience of digital wallets. We hope that as everyone is adding items to their online shopping carts, they will also add a new story to the lives of those in need by extending the gift of a donation,” said Charmaine Leung, Managing Director of Community Chest.
Group Account Director: Fathrul Fazakir
Senior Account Manager: Natalie Oh
Account Executive: Jerome Tan
Creative Director: Alfred Wee
Senior Art Director: Adrian Loo
Art Director: Ketian Ng
Copywriter: Sobbina Yap / Isabel Servando
eCommerce Partner: Lazada Group
Media Agency: IPG Mediabrands (UM Singapore)