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Ravensbourne Play: RSPCA
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Ravensbourne Play: RSPCA Presentation Transcript

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