Ycl2012 media 13
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Ycl2012 media 13 Ycl2012 media 13 Presentation Transcript

  • Challenge  The  Client:    The  Interna-onal  Fund  for  Animal  Welfare  (IFAW)    The  Challenge:    Create  an  interna-onal  ad  campaign  to  raise  awareness  about  the  threat  posed  to  endangered  species  by  illegal  commercial  trade  and  to  encourage  consumers  to  avoid  buying  these  products.  
  • Insight  Our  target  audience  is    •  Interna-onal  •  Adult  14+  •  Consumers  •  People  who  travel  interna-onally  (especially  to  Asia,  Africa  and  the  Caribbean)  •  Awareness  of  conserva-on  animal  issues,  strong  ethical  sense    Insight  We  want  to  create  comfortable  world  for  friendly  to  animal  people  and  to  show  everyone  that  good  aFtude  to  animal  can  make  human  world  easy,  comfortable  and  posi-ve  saturated.  
  • Strategy   View slide
  • Informa-on  By  using  Augmented  reality    Channels:  1. Airport  trains  2. Mirror  at  WC  at  airport  or  dressing  room  at  fashion  bou-que    How  to:  • Passengers  will  be  able  to  see  animals  -­‐  -ger,  elephant  and  etc.    come  to  life  before  their  very  eyes  walking  near  people  inside  the    train.  The  interior  of  the  train  should  looks  like  animal  natural  living  area  by  prints  or  drawing.  We  want  to  show  people  how  animal  world  is    beau-ful  and  we  should  save  it  • When  person  come  to  airport  WC  rooms  or  dressing  room  at    fashion  bou-que  and  look  at  the  mirror  he  will  see  instead  of  himself  –    the  animal(-ger  and  etc.),  who  will  do  the  same  movements  as  that    person  do.  And  aPer  animal  disappear  in  the  mirror  the  person  will    see  the    worlds:    «Want  feel  like  >ger?  –  No  need  to  buy  my  fur!»  -­‐  (in  dressing  room)  «Want  feel  like  >ger?  –  No  need  to  kill  me!»  -­‐  (in  WC  room)       View slide
  • Ac-on  By  using  RFID  bracelets    Channels:  1.Give  bracelets  to  opinion  leaders:  bloggers-­‐travellers,  organiza-on          members,  celebrity  members  as  Leonardo  di  Caprio  2.Give  bracelets  to  people  who  usually  go  or  use  service  of  places            friendly  to  animal  as  zoo,  animal  shelter,  shop  for  animals  and  etc.  3.Give  bracelets  to  involved  par-cipants  of  performance    How  to:  When  you  get  RFID  bracelets  –  you  should  to  register  its  unique  number  and  to  cohere  with  your  profile  on  facebook  and  foursquare.  It  means  that  when  you  come  to  place  friendly  to  animal  or  one  of  the  airport  in  countries  especially  placed  in  Asia,  Africa  and  the  Caribbean  you  can  automa-cally  check  in  at  this  place  using  terminal  for  RFID  bracelets.  So  you  tell  you  friends  and  future  friendly  to  animal  par-cipants    that  you  are  friendly  to  animal  person  and  you  were  here.  
  • Involving  By  using  Face  for  adver>sing    Channel:  Person  face    How  to:  Person  with  drawing  or  temporary  taXoo  «animal  face»  on  his  face  and    with  the  message  on  it  -­‐  Im  person  friendly  to  animal!  –  Are  you?  going  across  the  whole  airport,  transports,  shops,  restaurants  and  show  everywhere    performance.    Everybody  pay  aXen-on  to  his  face  and  his  ac-ng  –  come  to  find  out    the  sense  of  this  and  to  take  a  picture  with  him  and  then  send  it  to    social  network  to  share  with  friends    
  • Involving  By  using  apps    Channel:  Smartphones,  tablets,  notebooks    How  to:  1.  We  create  game  apps  for  the  computer  and  phone  plaorms,  where  you  can  safe  animal  from  the  poachers  or  find  -ger’s  stripes  or  rhino’s  horn,  which  were  stolen  for  illegal  trade  2.  We  create  map  of  the  places  which  are  friendly  to  animal  in  ci-es  especially  placed  in  Asia,  Africa  and  the  Caribbean  regions.  This  app  help  you  to  find  places  where  you  can  get  useful  bonuses  for  friendly  to  animal  community  and  meet  people  with  common  posi-on.    Members  of  friendly  to  animal  community  –  everyone  who  have  RFID  bracelets  –  can  get  apps  for  free.  Person  who  is  not  the  member  can  get  these  apps  for  1$  which  will  be  donate  to  help  animals.    
  • Summary  "   Buying  souvenirs  made  from  animals  is  a  popular  form  ac-vity  of  the   popula-on  (par-cularly  tourists)  and  jewelry  made  from  animals  are  fashion   accessories.  "   We  realize  Informa-on  Company  (in  airports,  on  the  streets,  in  the  Internet   community)  about  the  importance  and  beauty  of  the  animal  world.  "   During  the  campaign  we  give  people  an  opportunity  to  change  their  behavior   and  habits.  They  can  visit  friendly  to  animals  restaurants,  cultural  events,  as   well  as  use  fashionable  gadgets-­‐  bracelets  (instead  of  the  jewelry  from   animals).  "   Populariza-on  friendly  to  animal  community  and  ideology.  We  transform   friendly  to  animal  community  to  trendy  mass  movement,  which  based  on  IFAV   goals  and  aims  in  its  ac-vity  (more  members  and  sympathizers  -­‐  less  killing  of   animals).    Final  conclusion:  Friendly  to  animal  views  are  not  only  an  individual  life  posi-on,  but  also  an  opportunity  to  make  people  live  more  comfortable  and  open  for  new  possibili-es  and  prospects.