International Communication 2009 / 1st place / Help Riga

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Baltic PR Awards 2009 …

Baltic PR Awards 2009
International Communication

1st PLACE WINNER

Agency: Cohn & Wolfe
Client: Hasboro Games

Check out this presentation video on Youtube: http://tinyurl.com/dkk6qe

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Transcript

  • 1. “ Help Riga ” Voting for Monopoly Here and Now World Edition Case study by Cohn & Wolfe 2008
  • 2. Global campaign
    • New version of game The World Edition
    • 69 selected cities from around the world
      • 69 pre-determined cities*
      • 22 free nominations
      • (results 20 +2)
    • 24 h online voting possibility at hasbro.com
    • Communication exclusively by PR means
      • Interactive media
      • Word of mouth
      • Loyality campaings
    • * Monreāla, Rīga, Keiptauna, Belgrada, Parīze, Jeruzāleme, Honkonga, Pekina, Londona, Ņujorka, Sidneja, Vankūvera, Šanhaja, Roma, Toronto, Kijeva, Stambula, Atēnas, Barselona, Tokio, Taipeja, and others
  • 3. Local campaign
    • PR work:
    • Media announcements, nomination of spokes persons, setting up of inteviews;
    • Direct mails, word of mouth;
    • www.helpriga.lv
    • Information supporters – creative and media agency, radio, outdoor, TV, print, blogs.
    • Unclear rules about the results calculations created unjustified belief in possibilty of good result.
    • Gradual move of Riga to a higher place created support from brother cities Vilnius and Tallin.
    • 25 January – start
    • 12 February – 10th place
    • 26 Februay – 5th place
    • 29 February – blind voting
  • 4. Supporters
  • 5. Results announcement
    • 20 August 2008;
    • Simultaneous ammouncement around the world;
    • Vice President of Hasbro arrives in Riga personnaly to announce results;
    • 1st news published at 2 am in diena.lv with countless following
  • 6. Publicity results
    • During campaign (only detected publications)
      • 18 publications in 10 print media with average auditory 1 520 000
      • 141 publications in internet resources;
      • 3 radio and 9 TV announcements developed and broadcasted unknown amosdunt of repeats (TV supproted the activity with their free air time)
      • 3 radio and 3 TV interviews broadcasted, multiple reports and announcements on the process of voting (with multiplied repeats)
      • 230 outdoor placments in Riga city
    • Results announcement
      • 1 1 publications in 8 press media with average auditory 1 739 000 .
      • 63 publications in 43 sites with average auditory 3 219 938.
      • 6 (excluding repeats of news programs) broadcasts in 5 radio stations with 87 590 average auditory.
      • 2 news lines in 2 television channels before the event
      • 8 broadcasts in 4 television channels with 605 656 average auditory.
  • 7. Avarenes post-campaing research
  • 8.