ATB Financial

ATB Up campaign in support of mental health

A Campaign Hub and Social Aggregator project designed, developed, and deployed in 8 weeks.

During the Covid pandemic many events and initiatives, that previously might have been experienced physically, needed to be re-imagined as purely digital. ATB Up is an example of what can be achieved.

To help conceive and the design and build a digital framework that serves as the central campaign hub for ATB’s 2021 Greater Good initiative, ATB Up.

ATB sought to engage Albertans in 10 days of challenges they can do from home. The challenges were designed to be simple, uplifting and inclusive, with the goal of raising up to $50,000 for mental health support in Alberta.

Participants complete the challenges and post to social media with the campaign hashtag #ATBUp. For every video or image posted or shared on Instagram, Twitter and Facebook, ATB will donated $1 to Mental Health Foundation (Alberta).

Our research suggested that a mobile first strategy was most appropriate for our audience and making it quick and easy for participants to sign up and then be on-boarded and engaged, were critical to success. We were challenged with making donating ‘as simple as sharing a hashtag’, and this needed to be tracked across a number of social platforms to enable the Campaign Microsite to relay the data in real-time.

The design strategy, whilst naturally working within ATB’s guidelines, was to project a positive and uplifting sense of optimism for what the Campaign would achieve, and almost as importantly, to have some fun along the way - in stark contrast to the dark Albertan winter and wider pandemic of the time.

The timelines were challenging - 8 weeks from wireframe concept to launch.

We got there, despite being in lock-down, and without too much stress, thanks to the excellence and professionalism of the crew at Intergalactic and our partners at Smak and ATB.

So, did it work?

Well, we like to think that ‘we smashed it!’ Certainly, the numbers are impressive… the initial goal of reaching $50k of donations was reached by the 8th day of the 12 day Campaign. And in total $125,000 was donated to Alberta’s Mental Health Foundation, 1,275 pieces of warm clothing were distributed to Albertans in need and 1,400+ hot meals delivered.

We’re very proud of the part we played and are already looking forward to next year!

Smak, ATB

ATB Up Microsite & Social Campaign

Digital Framework

UX/UI, Design, Front & Back End Development