Telus

Last fall Telus asked Taxi to develop a magazine campaign to communicate an initiative in which $25 from the sale of three BlackBerry models would be donated to breast cancer research. But rather than developing the expected magazine campaign, Taxi believed the right social media idea would create more impact.

The “Go Pink” campaign featured a pink chameleon, and creative encouraged Canadians to turn their Facebook profile picture pink through an app that Taxi developed. Each time someone did, Telus would donate one dollar to breast cancer research.

The campaign included out of home and cinema, as well as interactive shopping mall kiosks encouraging people to touch the chameleons that appeared on a screen to turn them pink. In online banner ads, the chameleons turned pink every time they appeared on screen.

Just 72 hours after launch, the $50,000 donation target was reached. Telus announced donations would grow to $200,000 if 500,000 people participated. Within two weeks, half a million people had turned their pictures pink and that goal was met. By the campaign’s end, 817,000 people had gone pink and Telus added 442,770 new Facebook fans. “Go Pink” resulted in a $2.45 million donation – almost double the anticipated target.