Cancer Research UK harnesses power of proximity to drive donations on World Cancer Day
Charity uses Devicescape’s Wi-Fi Beacon network to engage supporters and drive donations at popular locations across the UK
UK consumers turned to their smartphones to support World Cancer Day 2017, with a proximity engagement campaign run on behalf of Cancer Research UK in early February driving a nine per cent click through rate.
Cancer Research UK used the Devicescape Engage proximity marketing solution to message British smartphone users, encouraging them to put their hands in their pockets and make a donation.
The campaign engaged consumers at numerous retail, hospitality, leisure, and transport locations across the country, helping to raise the profile for World Cancer Day — a key event in the charity’s calendar.
Devicescape Engage uses existing Wi-Fi installations to trigger a beacon-like proximity engagement experience at huge scale. Messages are served as lock screen notifications, with calls to action directing consumers to branded online experiences.
With Wi-Fi widely available at popular consumer locations across the UK, Cancer Research UK was able to generate support for World Cancer Day 2017 at many locations where it would not otherwise have had a presence.
Sam McAllister, brand activation lead at Cancer Research UK, said: “World Cancer Day is about uniting every person in the nation to beat cancer sooner. We’re always trying to test new and innovative ways of engaging with our supporters and the Devicescape Engage Wi-Fi Beacon network was a great example of this.
“By working with Devicescape we were able to reach thousands of people in relevant locations and saw a significant web traffic increase.”
Cancer Research UK is the first charity to partner with Devicescape to directly engage the public and drive awareness and support for its work.
The news follows the roll-out of a number of innovative ‘smart benches‘ by the charity.