The CHARITY PROJECT

Objective: To engage Currys frontline retail colleagues with the company’s chosen charity partner, Digital Poverty Alliance, and to educate colleagues on how to deliver a charity fundraising event.

Audience: Sales Colleagues

Execution: I worked with a creative agency to develop a 3D digital town on the gamification comms channel, inviting colleagues to take part in our summer challenge.

Over the next 6 weeks, Store colleagues unlocked weekly challenges to support them to plan their fundraising event for the Digital Poverty Alliance, in support of #EndDigitalPovertyDay.

Results:

• 82k app visits from 4k colleagues (33% of the estate).

• 14% uplift n colleague knowledge of the charity

• £26k raised for Digital Poverty Alliance