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Ravensbourne Play: RSPCA
 

Ravensbourne Play: RSPCA

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    Ravensbourne Play: RSPCA Ravensbourne Play: RSPCA Presentation Transcript

    • PropositionsThomas Van Ryckeghem
    • The task you gave usNew and exciting youth presencefor the RSCPA
    • Facts100.000 youngstersare fan on facebook
    • RSPCA has only 2,700 membersin this age group
    • Mindtriggers for meThe targetgroupRSPCA and CRUSH?
    • The Target Group 12 - 17 years old
    • Technology = Second Skin They discover tools in a playful way
    • Information ZappingZap between the different information channels
    • Impatience and discipline Quick information processing Want instant feedback They chose when they want to know
    • Relaxly Interested Intrinsically motivated SolidarityThey decide where their interest lies
    • Sharing and CollaborationSharing and collaboration (remix, manipulate)
    • What does teenagers likeResponsibility Discover Meet
    • “Improving your brands’ performance on each of these elements willincrease the number of conversations, strengthen your image andeventually lead to brand leverage (Net Promoter Score & satisfaction)”
    • COOLNESSAlways Suprise,Give new stimulusthat people share
    • REALNESSAuthenticityBest in DesignMake technologymore simple= DNA of Apple
    • Dove - UNIQUENESSReal BeautyTelling you about the users and not over theproduct itself
    • Self-identificationRed-bull Support manylifestylesCombine differentpassion points
    • Coca-Cola HAPPINESS MachineCoca-cola deliver gratificationsCoca-cola don’t use negative emotions
    • How can RSPCA get more CRUSH? Animal Challenge Why?
    • StorytellingTeenagers like to share stories
    • ChallengesTeenagers like competition And like to be challenged
    • SocialTeenagers like doing things together
    • What is Animal-ChallengeA competition that stimulate teenagersto do animal-volunteering
    • How does it workTeenagers can join the competition in threewaysSchool Club Team E.g: Scouting, Dance group, Making their own team with friends music group E.g use of facebook
    • How does it work How does it workTeenagers have to collect hours by volunteeringEvery hour is one point, most points is winningE.g: helping 4 h in ashelter
    • How does the volunteering workTeenagers volunteer and get a form from theorganisation they worked.The School/Club/Local RSPCA-branch collectthese and sent it to SUPPORT (=> Website)E.G: Tesco, Sainsbury’s Vouchers
    • How does it workA website monitors how much hours aschool,club or team collectedYou see the ranking of the schools, clubs andteams, this will stimulate teenagers to domore
    • How does it work Proposition1: A School-ChallengeAt certain amounts of volunteering hours theschool/club/teenagers can get rewards and badges
    • How does it work Proposition1: A School-ChallengeAt certain amounts of volunteering hours theschool/club/teenagers can get rewards and badges If the teenagers participate on more platforms (e.g: school/club) He can chose for witch organisation they at the hours
    • How does it work Proposition1: A School-ChallengeAt the end the first three schools, the first three clubs andthe first three teams get rewardsAlso first three teenagers who collected most hours get areward + a year free membership RSPCA
    • How does it workSPONSORINGGet brands to sponsor your action so they giveawardsYou give them advertising space on the website
    • How does it workPARTNERSHIP The BBC makes video’s of the teenagers in action.A Tv-Programme about the challengeswith weekly the story of a school, club orteam
    • THE WEBSITEhttp://tinyurl.com/animalchallenge
    • How will the teenagers hear about it BANNERS TV-SPOT POSTERS VIRAL VIDEO SOCIAL MEDIA WEBSITE FRIENDS FLYERS EMAIL CLUB SCHOOL
    • How will the teenagers hear about it
    • How will others hear about itWorth of Mouth (teenagers tells others)Shareable video’s are created so the teenagers canshare these video’s on social networks
    • How will others hear about it Twitter is used to inform news/parents RSS-feeds Tv-programme follows all kind of groups
    • You will create a conversationBecauseEmailadresses of the participantsRSPCA sent them DM’s.At the end DM to stimulate them tobecome member
    • ParentsGet a Q&A on the site.E.g about safety
    • What’s in it for RSPCA Teenagers experienceWord of Mouth where RSPCA is about Teenagers volunteer for RSPCA You get media-attention
    • Animal-Challenge = CrushCool: you act don’t tellReal: animal volunteering is your rootsUnique: animal-challenge is a unique social experienceSelf-identification: Teenagers can identify themselves with the campaign, because they are part of itHappiness The campaign use positive emotions Deliver gratifications. Give instant feedback
    • Animal-ChallengeInspiration
    • Animal-ChallengeInspiration: anti-bullying campaign
    • Animal-Challenge Inspiration
    • Summary More Crush for RSPCA with Animal-ChallengeMake RSPCA an Experience Brand
    • Q&A