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The Irish Times - Engaging online visitors with unique and creative sponsored content

CHALLENGE hosted an innovative fundraising campaign for Trócaire (the overseas development agency), highlighting awareness of unequal global access to clean water. Trócaire’s campaign focussed on Malawi, where drought and poor access to water characterise the majority of rural communities.


The campaign took the form of an interactive story, driving our visitors through different narratives based on their decision to donate or not. Readers could witness the positive effects of donating by clicking on one button. Conversely, clicking on a button and opting not to donate brought visitors through the difficulties encountered by villagers not getting their support.

Narrative content included videos, infographics, and slideshows.
The Irish Times tested reader reaction to Trócaire’s campaign via the RAM reader panel.


  • 86% agree the interactive story is a good initiative by Trócaire in highlighting issues of water shortage.
  • 78% strongly agreed the campaign is interesting. (Women were more likely than men to find it interesting.)
  • 47% agree they’re encouraged to donate having seen the campaign: In comparison, the average online charity advertisement in a United Kingdom- or Irish-based news media Web site will drive 16% of observers to express purchase interest (based on average scores of six charity sector Web ads tested on RAM’s software).

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El The Irish Times utiliza RAM para conseguir no solo ingresos de clientes actuales sino también ingresos futuros:

"A los clientes les encanta RAM: obtienen detalles sobre qué funcionó y qué no de sus inserciones publicitarias. Enviamos a una cadena de supermercados los comentarios procedentes de RAM un lunes y antes del miércoles ya nos habían hecho tres reservas más. El estudio RAM que llevamos a cabo para una librería sobre su campaña de inserciones de Navidad supuso más reservas. También ofrecemos ejemplos de inserciones exitosas medidas con RAM a nuevos clientes para mostrarles los resultados que podrían obtener si se anunciasen con nosotros. RAM ofrece una gran forma de acceder a nuevos clientes:
en vez de solo venderles, les podemos ofrecer estudios sobre su marca, y eso nos proporciona más trabajos".

-Pier Wall, director gerente de Ventas, The Irish Times.