Design for Something Better
Challenge:
Every year, financial giant ING sponsors marathons all over the world. In addition to the races, the company developed a program called Run For Something Better. By offering bright orange shoelaces for a $10 donation, the program fights childhood obesity with support to underfunded school athletic programs.
ING needed a site that could explain the importance of the cause, detail how the program works and encourage as many donations as possible.
Solution:
Armchair knew that getting visitors to get into their wallets was going to take getting into their hearts first. So the site focused on the Run For Something Better beneficiaries: kids.
To create an emotional connection to these kids, Armchair established a warm, playful experience in sync with the ING brand.
First filmed in video, then painstakingly outlined by hand, frame by frame, an opening animation set the tone. The animation featured a young girl and her thoughts as she is running. Immediately, the visitor was given a compelling connection to the cause.
To encourage exploration of the entire site, every new page was entered with a ride on a giant orange shoelace. The transition was addictive—which kept visitors exploring for information that convinced them to donate.
And when it came time to make a donation, Armchair removed all roadblocks and abandonment risk by gently guiding users through a flash-based single-page checkout.
Results:
Through the site, tens of thousands of dollars were raised and as a result, kids involved in ING’s program ran more than 800,000 miles.
