The Story Shop, World Vision
The Story Shop, World Vision

A new generation of charity retail

The Story Shop, World Vision

Historically charity has not been welcomed in the mega-malls of retail mecca. Understandable to a degree. Who wants to feel bad when buying a Gucci handbag by seeing the face of a child dying of starvation? Time to change this and show how it can rightfully claim its place.

The strategic approach to the project, deeply understanding the consumer and articulating that in the experience map completely blew us away! That's the bit that step changed this project.

Steve Wood
Director of Marketing & Comms

The Story Shop, World Vision

Question

The challenge: how to reward high value donors with a rich experience that would be welcomed in the mega-malls? When World Vision, the world's largest International child sponsorship organisation, approached TYC we saw the chance to use our unique approach to try to do something bigger. Something better for the world.

Push

The team went through an emotional roller coaster of research to see another way to the traditional ‘chugger’ fundraising. By talking to target customers, WV members who had been in the field, observing the worlds many of the children live in and combining this with our retail knowledge and know how, the team spotted the opportunity. 

Through experience design and mapping, the team brought the two worlds together with humanised state of the art technology. The Story Shop was born.

Change

The Story Shop was offered 6 premium locations including both London Westfields, within 48hrs of our initial presentation to landlords. The interactive magic mirror captures passers-by and then sends them on an adventure to explore the inner world of The Story Shop and get closer to those in need. Featured in 7 awards including WINNER of the prestigious DBA Design Effectiveness Awards 2017 it has opened the doors for charities across the country to bring meaningful connections to UK shoppers.

We thank our digital partners Omnifi for bringing our ideas to life.

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Project breakdown:

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