Contactless payments have made life easier for consumers: more than 2 billion contactless CB payments were made in France in 2018. What if it could now also make it easier to donate and help advance research? To that end, CB is launching “Le Geste du Cœur,” a fundraising campaign to benefit the French Cardiology Federation, starting 15 April.
Contactless payments have made life easier for consumers: there were more than 2 billion contactless CB card payments made in France in 2018. What if it could now also make it easier to donate and advance research? To that end, CB is launching “Le Geste du Cœur,” a fundraising campaign to benefit the French Cardiology Federation, starting 15 April.
Through an exclusive digital experiential initiative, CB and the French Cardiology Federation are inviting the 500,000 passengers who transit through Saint-Lazare Station every day to make an act of kindness. For one week, passersby will be able to donate 2 euros to the French Cardiology Federation and help advance research through a digital screen equipped with contactless payment technology.
At the time of payment, an on-screen interaction with the generous donor is triggered, featuring a heart that comes to life, with the word "MERCI" in capital letters appearing in the centre. The design of this screen is a unique work of art created by the renowned South African artist Katt Phatt, who has received several international awards.
"CB believes in innovation that serves the public interest and promotes social and societal inclusion. It seems clear to us that contactless payment — the latest innovation in the field of payments —c an act as a facilitator and catalyst for fundraising, particularly for microdonations. That is why we decided to launch this fundraising campaign in this original format, with a system that is as accessible as possible to the public. Building on the success of contactless payments — which were used more than 2 billion times in France in 2018 — we wanted to put this technology to work for a noble cause and link it to a good deed, transforming it, for the duration of this campaign, into an act of kindness (from the heart)", says Philippe Laulanie, CEO of the CB Cartes Bancaires consortium.
Did you know?
"In France, cardiovascular diseases claim 400 lives every day. As France’s leading organisation in the fight against cardiovascular diseases, the FFC works every day to advance prevention, fund research, support patients, and teach life-saving techniques. "The FFC receives no subsidies from the government or local authorities. It can only operate thanks to the generosity of the public", says Dr. Patrick Assyag, a cardiologist and vice president of the French Cardiology Federation.
Cardiovascular disease in France:
A growing number of high-traffic locations, such as shopping malls, are installing interactive screens like the one used in this campaign. These screens provide real added value for brands, bridge the gap between online and brick-and-mortar retail, and bring the “phygital” concept to life. Today, among the most widespread applications are loyalty programmes — particularly the distribution of discount coupons — as well as the purchase and reservation of tickets for shows and other services that can be offered online. Offering customers a user-friendly and distinctive shopping experience is a new advantage for brick-and-mortar retail in the face of the rise of e-commerce. As we can see in this case, this distribution channel can also be used to support worthy causes.
CB commissioned Ariel Wizman to direct the film for this campaign, which features Pascal Elbé, Anne-Elisabeth Lemoine, and Tal.
"Like Anne-Elisabeth Lemoine, Pascal Elbé, and Tal, I was immediately drawn to the charming and generous nature of this project. Contrary to popular belief, heart disease isn’t limited to the elderly. Awareness and research are essential, and we’re convinced that this wonderful CB campaign will advance both,", says Ariel Wizman, director.
A new way to make a donation. LAB by CB, in partnership with Heoh, Lyra, and Webotit, has developed a donation chatbot for the French Cardiology Federation’s website. This user-friendly and intuitive chatbot seamlessly handles every step of the donation process, including CB payment. Let your heart guide you by visiting the FFC website and clicking on the chatbot icon at the bottom of the page. Another way to perform an "act of kindness (from the heart!).
