The starting point
Hansjörg Stingel has developed a concept for collecting donations using an Advent calendar. A raffle for sponsorship vouchers takes place every day during Advent. Non-profit organizations throughout Italy and companies can participate. All they have to do is find sponsors in their region who will provide such vouchers. The proceeds from the calendar sales are then donated. Hansjörg Stingel and the service clubs turned to Berger+Team for support in the areas of communication and technical implementation.
Our goals
Our goal was to make the Advent calendar user-friendly for customers and clubs. The calendar should be accessible via the website, and all prizes and sponsors should be displayed dynamically. To minimize the effort for clubs and sponsors, data maintenance should be largely automated. Furthermore, the website should be available to visitors in both German and Italian.
The challenge
The biggest challenge of this project was to realize an automated technical implementation in the backend, while at the same time keeping the frontend simple and clear.
Branding
Our goal with the branding was to develop a simple and cost-effective solution that would harmonize with a variety of calendar cover images designed by the client. For this purpose, a simple wordmark was designed. The orange color already used by the client in the print version was retained as an accent color for the website and complemented with a Christmassy fir green. A carefully selected typography system gives the design a unified look. Budget To keep the use of open source resources as low as possible, we have relied exclusively on open source resources for both images and fonts.
Copywriting
The new website for the South Tyrolean Advent calendar also needed a fresh look in terms of its text. On the one hand, the new texts needed to be both informative and engaging, while on the other hand, they also needed to convey the joy and warmth typical of Christmas. The main goal: to encourage users to buy the calendar and thus do a good deed.
Intuitive sitemap
A well-considered topic breakdown and an effective link structure should guide users quickly and directly to their goal—that is, to the desired topic. Importantly, this should allow them to immediately find out how the project works and whether they've won.
Copywriting in Italian
With the goal of making the Advent calendar known throughout Italy, the texts were to be written directly in Italian. Following a detailed briefing, all web content and news articles were written in a coherent and target-group-oriented manner. The use of the informal "du" (formal) approach creates a particularly familiar tone.
Transfer to Germany
All texts were carefully translated from Italian into German – naturally by professional German translators from our network. Particular attention was paid to the target audience: German-speaking South Tyroleans have been familiar with the initiative for years. The translated texts were proofread according to the four-eyes principle.
Website
The website we created impresses with its user-friendliness and a responsive design tailored to the target audience, enabling optimal display on various devices. With traditional SEO optimization, we ensure high search engine visibility for the site itself and the participating sponsors, while social media integration promotes interaction but was deliberately kept to a minimum. Furthermore, the consistent web design underscores the project's identity, and the high-quality content and prizes aim to motivate visitors to support the project. The website was implemented using WordPress and Elementor, allowing the clubs to maintain it independently.
Dynamic display of the individual windows of the Advent calendar
About the South Tyrolean Service Clubs project
Quick search of the lottery numbers of the 24 draws in December
Dynamically generated pages and automation save time in maintenance
Here the Advent calendars could be purchased from the various partners
Here the respective drawing with the winning numbers was published every day
The result
The newly designed website for the South Tyrolean Service Clubs' Advent calendar project combines user-friendliness and an appealing design with extensive information and interaction. It is optimized for all devices and, thanks to strong SEO optimization, ensures high visibility.
The website offers comprehensive information about the Advent calendar: how it works, where it can be purchased, and why it was created. Each calendar serves as a lottery ticket, with daily prizes behind each of the 24 doors. This is made possible by local sponsors who cover all costs, ensuring that the proceeds from sales go entirely to charitable causes. The calendar is available for just €5, an investment that goes directly to the projects selected by the local clubs, while also offering the chance to win great prizes.
