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 im...
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     ...
How does it work         How does it workTeenagers have to collect hours by volunteeringEvery hour is one point, most poin...
How does the volunteering          workTeenagers volunteer and get a form from theorganisation they worked.The School/Club...
How does it workA website monitors how much hours aschool,club or team collectedYou see the ranking of the schools, clubs ...
How does it work  Proposition1: A School-ChallengeAt certain amounts of volunteering hours theschool/club/teenagers can ge...
How does it work  Proposition1: A School-ChallengeAt certain amounts of volunteering hours theschool/club/teenagers can ge...
How does it work   Proposition1: A School-ChallengeAt the end the first three schools, the first three clubs andthe first thr...
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                     teena...
THE WEBSITEhttp://tinyurl.com/animalchallenge
How will the teenagers hear about it           BANNERS         TV-SPOT POSTERS                                     VIRAL V...
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 canshar...
How will others hear about it      Twitter is used to inform      news/parents      RSS-feeds      Tv-programme follows al...
You will create a conversationBecauseEmailadresses of the participantsRSPCA sent them DM’s.At the end DM to stimulate them...
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                ...
Animal-Challenge = CrushCool: you act don’t tellReal: animal volunteering is your rootsUnique: animal-challenge is a uniqu...
Animal-ChallengeInspiration
Animal-ChallengeInspiration: anti-bullying campaign
Animal-Challenge                   Inspiration
Summary    More Crush for RSPCA with        Animal-ChallengeMake RSPCA an Experience Brand
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Ravensbourne Play: RSPCA

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Ravensbourne Play: RSPCA

  1. 1. PropositionsThomas Van Ryckeghem
  2. 2. The task you gave usNew and exciting youth presencefor the RSCPA
  3. 3. Facts100.000 youngstersare fan on facebook
  4. 4. RSPCA has only 2,700 membersin this age group
  5. 5. Mindtriggers for meThe targetgroupRSPCA and CRUSH?
  6. 6. The Target Group 12 - 17 years old
  7. 7. Technology = Second Skin They discover tools in a playful way
  8. 8. Information ZappingZap between the different information channels
  9. 9. Impatience and discipline Quick information processing Want instant feedback They chose when they want to know
  10. 10. Relaxly Interested Intrinsically motivated SolidarityThey decide where their interest lies
  11. 11. Sharing and CollaborationSharing and collaboration (remix, manipulate)
  12. 12. What does teenagers likeResponsibility Discover Meet
  13. 13. “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)”
  14. 14. COOLNESSAlways Suprise,Give new stimulusthat people share
  15. 15. REALNESSAuthenticityBest in DesignMake technologymore simple= DNA of Apple
  16. 16. Dove - UNIQUENESSReal BeautyTelling you about the users and not over theproduct itself
  17. 17. Self-identificationRed-bull Support manylifestylesCombine differentpassion points
  18. 18. Coca-Cola HAPPINESS MachineCoca-cola deliver gratificationsCoca-cola don’t use negative emotions
  19. 19. How can RSPCA get more CRUSH? Animal Challenge Why?
  20. 20. StorytellingTeenagers like to share stories
  21. 21. ChallengesTeenagers like competition And like to be challenged
  22. 22. SocialTeenagers like doing things together
  23. 23. What is Animal-ChallengeA competition that stimulate teenagersto do animal-volunteering
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. How does it work Proposition1: A School-ChallengeAt certain amounts of volunteering hours theschool/club/teenagers can get rewards and badges
  29. 29. 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
  30. 30. 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
  31. 31. How does it workSPONSORINGGet brands to sponsor your action so they giveawardsYou give them advertising space on the website
  32. 32. 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
  33. 33. THE WEBSITEhttp://tinyurl.com/animalchallenge
  34. 34. How will the teenagers hear about it BANNERS TV-SPOT POSTERS VIRAL VIDEO SOCIAL MEDIA WEBSITE FRIENDS FLYERS EMAIL CLUB SCHOOL
  35. 35. How will the teenagers hear about it
  36. 36. 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
  37. 37. How will others hear about it Twitter is used to inform news/parents RSS-feeds Tv-programme follows all kind of groups
  38. 38. You will create a conversationBecauseEmailadresses of the participantsRSPCA sent them DM’s.At the end DM to stimulate them tobecome member
  39. 39. ParentsGet a Q&A on the site.E.g about safety
  40. 40. What’s in it for RSPCA Teenagers experienceWord of Mouth where RSPCA is about Teenagers volunteer for RSPCA You get media-attention
  41. 41. 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
  42. 42. Animal-ChallengeInspiration
  43. 43. Animal-ChallengeInspiration: anti-bullying campaign
  44. 44. Animal-Challenge Inspiration
  45. 45. Summary More Crush for RSPCA with Animal-ChallengeMake RSPCA an Experience Brand
  46. 46. Q&A

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