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Real Ms. World

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  • 1. ©  Hungry  &  Foolish  Crea3ve  Products  2009  SPONSORSHIP  PROPOSAL  www.realmsworld.com  
  • 2. ©  Hungry  &  Foolish  Crea3ve  Products  2009  CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  CONTEXT  A  Misplaced  Sense  of  Beauty  There  are  hundreds  of  beauty  pageants  held  across  the  world  every  year,  but  all  the  contestants  look  exactly  the  same.  It’s  all  about  the  curves,  the  hair,  the  smile  and  the  stance.    Around  the  world,  more  and  more  women,  including  children,  are  falling  prey  to  this  distorted  noNon  of  beauty  that  is  based  purely  on  physical  appearances.  This  obsession  with  looks  someNmes  even  results  in  women  undergoing  potenNally  harmful  procedures  like  extreme  dieNng  programs  and  surgery.  Beauty  pageants  have,  in  effect,  moved  from  being  harmless  entertainment  to  becoming  a  negaNve  influence  on  society.  www.realmsworld.com  
  • 3. ©  Hungry  &  Foolish  Crea3ve  Products  2009  CONTEXT  The  Tyranny  of  Looks  We  like,  respect,  admire  and  love  people,  not  for  perfect  figures,  dazzling  smiles  or  rehearsed  answers,  but  for  their    character,  talents,  and  companionship.    However,  when  we  see  someone  for  the  first  Nme,  our  judgment  is  based  predominantly  on  their  external  appeal.    So,  if  we  are  to  judge  someone  for  what  they  are  instead  of  how  they  look,  we  need  to  find  a  way  to  go  beyond  appearances.  CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 4. ©  Hungry  &  Foolish  Crea3ve  Products  2009  IDEA  PresenNng  Real  Ms.  World  A  contest  where  you  don’t  get  to  see  the  most  beauNful  woman  in  the  world,  unNl  you  have  chosen  her.  Real  Ms.  World  is  an  online  contest  in  which  any  woman  (above  the  age  of  18)  can  parNcipate.  Contestants  upload  videos  and  the  public  rates  them.  But  the  videos  are  masked.  So  the  contestants  will  be  rated  not  on  how  they  look,  but  on  what  they  say.    As  parNcipants  get  eliminated,  their  videos  are  revealed  on  the  site.  The  public,  therefore,  only  gets  to  see  the  contestants  who  are  out  of  the  race.  This  process  conNnues  Nll  the  Real  Ms.  World  is  chosen.  And  then,  the  world  gets  to  see  her.    CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 5. ©  Hungry  &  Foolish  Crea3ve  Products  2009  PROCESS  1.  Entries  Real  Ms.  World  is  announced  and  all  women  (above  the  age  of  18)  are  invited  to  register  by  providing  their  name,  age,  country  and  email  address.  People  can  also  register  themselves  as  jury  members,  which  means  they  will  have  the  power  to  influence  the  voter  by  posNng  comments  on  videos.  This  phase  is  currently  live  and  can  be  seen  on  the  website.  2.  Upload  All  registered  contestants  will  be  asked  to  upload  a  video  where  they  say  why  they  deserve  to  be  the  Real  Ms.  World.    ParNcipants  can  also  nominate  up  to  five  friends  and/or  relaNves  who  will  provide  tesNmonials  for  them.  These  tesNmonials  will  appear  alongside  the  video.  CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 6. ©  Hungry  &  Foolish  Crea3ve  Products  2009  PROCESS  3.  EliminaNon  Round  All  visitors  to  the  site  will  be  shown  a  random  video  which  is  masked.  They  will  also  get  to  see  the  tesNmonials  and  the  comments  of  the  jury.  They  will  then  be  asked  to  rate  the  video  (aer  registering  with  the  site).  Every  week  or  so,  the  parNcipants  with  the  least  raNng  (bo]om  20%)  will  be  eliminated  and  their  videos  will  be  unmasked  and  available  on  the  site.  This  process  will  conNnue  Nll  only  20  contestants  remain.    4.  Finalists  Each  of  the  top-­‐20  contestants  will  be  visited  by  the  Real  Ms.  World  team,  who  will  help  her  put  together  a  complete  page,  that  profiles  her.  This  would  include  a  more  detailed  bio,  tesNmonials  from  those  who  have  been  touched  by  her  beauty  &  interviews  with  celebriNes.  All  without  revealing  her  idenNty.    CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 7. ©  Hungry  &  Foolish  Crea3ve  Products  2009  PROCESS  5.  Finals  Each  finalist  will  have  a  page  on  the  website.  Public  will  be  invited  to  view  the  pages  and  rate  each  contestant  on  various  parameters  –  social  consciousness,  impact,  awareness,  wit,  achievements,  etc.  4.  RevelaNon  The  top-­‐rated  contestant  is  crowned  Real  Ms.  World  and  all  the  videos  are  revealed  on  the  site.  So  aer  the  Real  Ms.  World  is  chosen,  people  can  see  who  they  have  rated  the  most  beauNful  woman  in  the  world.  The  winner  receives  a  cash  award  of  USD  100,000  while  all  finalists  receive  a  consolaNon  prize.  CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 8. ©  Hungry  &  Foolish  Crea3ve  Products  2009  FEATURES  Social  Impact  Real  Ms.  World  is  more  than  just  an  online  contest.  It  is  a  strong  social  signal.    It  a]empts  to  redefine  the  way  the  world  looks  at  beauty.  CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 9. ©  Hungry  &  Foolish  Crea3ve  Products  2009  FEATURES  Universal  Appeal  The  contest  is  open  to  women  from  all  countries.  Anybody  can  be  a  part  of  the  jury.  And  everybody  is  a  potenNal  voter.  The  website  therefore  promises  to  be  a  high-­‐traffic  one,  with  visitors  spanning  every  kind  of  demographic.    Note  :  The  contest  will  be  run  only  in  English  (in  the  first  year)  CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 10. ©  Hungry  &  Foolish  Crea3ve  Products  2009  FEATURES  SNcky  Website  Voters  will  visit  the  website  mulNple  Nmes  –  to  view  videos,  vote  repeatedly,  check  out  the  eliminated  contestants,  rate  the  finalists  and  see  the  winners.    CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 11. ©  Hungry  &  Foolish  Crea3ve  Products  2009  FEATURES  High  Involvement  The  Nme  spent  on  the  site  will  be  much  above  average.  Each  video  will  be  approximately  three  minutes  in  duraNon,  so  even  if  a  voter  rates  three  videos  in  a  session,  he/she  would  have  spent  about  ten  minutes  on  the  site.  CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 12. ©  Hungry  &  Foolish  Crea3ve  Products  2009  FEATURES  Viral  PotenNal  Real  Ms.  World  is  the  type  of  concept  that  can  spread  rapidly  through  social  media.  The  website  facilitates  and  encourages  people  to  spread  the  message.  In  addiNon,  it  is  extremely  likely  that  every  contestant  will  bring  in  her  friends  and  acquaintances  to  be  a  voter  and/or  a  jury  member.    Components  like  ‘tesNmonials’  and  ‘referrals’  add  to  the  viral  appeal  of  the  site.  CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 13. ©  Hungry  &  Foolish  Crea3ve  Products  2009  FEATURES  Extensive  PromoNon  In  addiNon  to  the  viral  impact,  a  budget  of  USD  300,000  has  been  earmarked  for  acNve  promoNon  of  the  site.  This  would  be  spent  on  internet  adverNsing  and  P.R.  The  adverNsing  would  be  phased  out  so  that  each  stage  of  the  contest  gets  a  good  reach.  Social  Media  like  Facebook,  Twi]er  &  Orkut  will  also  be  used  extensively  to  promote  the  site.  CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 14. ©  Hungry  &  Foolish  Crea3ve  Products  2009  FEATURES  Audited  Process  The  enNre  contest  will  be  run  in  a  robust  and  transparent  manner.  Talks  are  on  with  KPMG  to  audit  the  enNre  process  from  the  call  for  entries,  to  voNng,  to  selecNon  of  finalists,  to  idenNficaNon  of  the  winner.  CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 15. ©  Hungry  &  Foolish  Crea3ve  Products  2009  FEATURES  Encouraging  Response  Real  Ms.  World  was  announced  in  October  and  the  site  has  been  live  since  then.  With  just  a  few  announcements  on  facebook,  the  contest  has  already  received  nearly  300  entries  from  33  countries  including  USA  (21),  Australia  (21),  Canada  (19),  UK  (9),  Singapore  (26),  South  Africa  (13),  and  even  Colombia  &  Venezuala.  The  iniNal  response  certainly  indicates  that  with  acNve  promoNon,  Real  Ms.  World  can  quickly  scale  up  to  become  a  massive  online  event.    CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 16. ©  Hungry  &  Foolish  Crea3ve  Products  2009  FEATURES  Encouraging  Response  Real  Ms.  World  has  also  received  naNonal  media  a]enNon  with  coverage  from  CNBC  India,  and  on  AFaqs.    CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  Read  the  arNcle  on  AFaqs  
  • 17. ©  Hungry  &  Foolish  Crea3ve  Products  2009  FEATURES  AmbiNous  Plans  This  is  just  the  first  year  of  what  we  see  being  an  annual  event.  From  the  second  year,  we  have  plans  to  expand  the  appeal  of  Real  Ms.  World  on  various  fronts.  The  contest  will  be  run  in  mulNple  languages  so  that  language  ceases  to  be  a  barrier  for  entry.  The  format  will  also  expand  to  include  television  and  radio  so  that  Real  Ms.  World  becomes  a  big  mulN-­‐media  event,  that  has  a  huge  impact  on  the  world.    CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com  
  • 18. ©  Hungry  &  Foolish  Crea3ve  Products  2009  CONTACT  Hungry  &  Foolish  Real  Ms.  World  is  an  event  that  has  been  conceived  and  is  being  executed  by  Hungry  &  Foolish  CreaNve  Products.  We  are  a  creaNve  think-­‐tank  based  in  Bangalore,  India.  We  come  up  with  ideas  in  the  areas  of  media,  entertainment,  technology  &  design,  and  bring  them  to  life.    To  know  more  about  who  we  are  and  what  we  do,  please  visit    www.hungryandfoolish.com  If  you  are  interested  in  an  associaNon  with  Real  Ms.  World,  or  if  you  need  more  details,  please  write  to  anto@hungryandfoolish.com  CONTEXT  IDEA  PROCESS  FEATURES  OPPORTUNITIES  CONTACT  www.realmsworld.com