Challenge

For years, Bridgestone Tatabánya had been collecting donations from employees during the holiday season to support families in difficult circumstances in the local community.

We transformed the donation drive into an experience and took it beyond the factory walls, giving the local community a chance to discover the initiative and become part of it too and to feel that the initiative was their own.

Employees created small Christmas surprise packages and hid them in parks, squares and everyday public spaces across Tatabánya and Környe.

The surprise was for whoever found it. But every package also contained a card asking the finder to pass the gesture on by supporting local families via a QR code.

The packages became the campaign’s most powerful communication tool. People who found them took photos, shared them in local Facebook groups, and started spreading the story themselves — without us having to constantly push it.

Management hid similar packages for employees, this time with a different message.

Word spread quickly, and a real package hunt began across the factory floor. Colleagues searched for the hidden packages, shared photos with one another and even went to thank managers in person.

At the same time, anyone could bring physical donations to the factory or support the initiative with an online monetary donation.

The gesture became a two-way exchange.

We kept the communication firmly local: the internal channels, targeted social media posts, regional press coverage, shares by the local municipality, and a short film that brought the campaign to a close.

The campaign name, Love in Motion, was inspired by the automotive sector and a thought from Hungarian psychologist András Feldmár: „love can only truly help when it is passed from one person to another”.

The campaign ran for two weeks with a total budget of HUF 1.2 million.

What we achieved:

• 97 families, pensioners and people living alone received support through the Hungarian Maltese Charity Service
• More than HUF 500,000 in online donations, plus over HUF 1 million worth of goods, were collected
• 200 packages were created, 100 of which were hidden, and every factory manager took part in the initiative
• The campaign reached 10,615 people on Facebook and generated 4,035 interactions, with tens of thousands more reached organically
• Two vanloads of donations were collected, on top of the monetary contributions
• The campaign became one of the company’s best-received internal initiatives

But the reactions told us more than the numbers ever could.

At a certain point, people stopped seeing it as a company campaign and started seeing it as something that belonged to them. And that is exactly what we set out to achieve.

Bridgestone Tatabánya is bringing Love in Motion back in 2026, with even more activities and a wider reach.