Trade Mobile helped Kiwis around the world donate and receive a digital poppy on their mobile for ANZAC Day 2009

The Royal New Zealand Returned & Services' Association (RSA) came to Trade Mobile looking for a mobile solution to help them capture donations for the 2009 Poppy Appeal. "The internet site needed to bring the RSA's core values of remembrance and welfare into the 21st century," said RSA chief executive Stephen Clarke.

The Poppy Appeal is the single fundraising event for the RSA and all donations raised go to assisting war vetrans. It was vitial to the RSA that the donation system was global and reliable so Kiwis around the world could contribute.

Trade Mobile developed and launched the ANZAC poppy site. Visitors to the website could donate, download poppies and other "related content" for mobile phones such as the Last Post ringtone. Along with mobile content management and global delivery Trade Mobile also built a Wall of Remembrance where visitors could leave personal messages. All these technical elements were handled by the Trade Mobile platform InterAct.

"We also recognised that kiwis overseas would want to see their donation relate to other New Zealanders, so everyone could really have a sense of coming together" said Annabel Youens, Trade Mobile's Digital Strategist.

To represent these connections a digital poppy was planted in an online Field of Remembrance for every donation made.

"The internet site gave kiwis – wherever they were – an opportunity to remember and commemorate war-time heroes on Anzac Day," said Clarke.

"It took just seconds for anyone to express their support and Trade Mobile made that happen."