yl2014 cyber 18
Post on 24-Jun-2015
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1. SUMMARY – TODAY WE CALL YOU
In the campaign we decided to avoid using anything that could possibly bring emoGons like fear, anger or piKy. What we wanted was to look for responsibility and sense of morality. We aimed to solve the main problem, as we saw it, – lack of donors – so every child in need could reach us in Gme, therefore: „TODAY WE CALL YOU“. The campaign was based on a simple call to acGon: we appealed on people to accept our call. The whole campaign environment was built on three pillars: MEET, EXPERIENCE and SUPPORT the Safety Line. The main goal was to turn people into regular donors and make them understand the real value of Safety Line.
THE IDEA What was it all about?
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2. WRITTEN SUBMISSION OF THE CAMPAIGN
We used Facebook in the first pillar to let people meet the Safety Line, YouTube in the second to let them experience it and HitHit in the third where they could support it. On Facebook, our main channel, we created a page dedicated to Safety Line Club. Facebook Ads helped us to get our message to relevant audience by using CRM data. We created an aplicaGon to show how to donate and what was the real value of donaGon and an iteracGve cover photo showing how many calls we could answer thanks to the donaGons. On YouTube we created a Safety Line simulator where users could experience what it was like to work on Safety Line and how important it was. On HitHit we started a crowdfounding campaign which showed what the Safety Line costs for one day really were and we used this campaign for further PR acGviGes.
WHAT WAS OUR SOLUTION?
By efficiently targeted Facebook Ads we reached the relevant Facebook users and turned them into regular donors. We communicated the basic facts in a simple way to be easy to understand and share. The appeal on responsibility and sense of morality was implemented into the main claim – „WE CALL YOU“ – to make people understand they should be part of the Safety Line. They got an oportunity to experience the work of a Safety Line operator on YouTube. The effecGv i ty was a l so boosted by adverGsing which helped us increase the awareness of the importance of Safety Line. Besides we received donaGons, contacts and media coverage from crowdfounding campaign on HitHit Users who donated more than 250 Kč got a Thank-‐you badge as a reminder of that what they did was good.
HOW DID IT WORK?
The creaGve idea was based on a simple fact that everybody knew the basics about Safety Line, so there was no need to explain in detail, what it actually did. At the moment, it was much more important to let people know about where the money to maintain the Safety Line came from and that it would be really helpful if they became a part of this. And here appeared the fundamental idea of the Safety Line („Call us“), just turned upside down – „TODAY WE CALL YOU“. Basically, what we said was: „Yes, we do need your help and we are not ashamed of that.„
CREATIVE INSIGHT
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3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
FACEBOOK MEET THE SAFETY LINE
HITHIT SUPPORT THE SAFETY LINE
YOUTUBE EXPERIENCE THE SAFETY LINE
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4. FACEBOOK – detail
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5. YOUTUBE – detail
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6. HITHIT – detail
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7. SUMMARY PICTURE
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