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International Communication 2009 / 1st place / Help Riga
International Communication 2009 / 1st place / Help Riga
International Communication 2009 / 1st place / Help Riga
International Communication 2009 / 1st place / Help Riga
International Communication 2009 / 1st place / Help Riga
International Communication 2009 / 1st place / Help Riga
International Communication 2009 / 1st place / Help Riga
International Communication 2009 / 1st place / Help Riga
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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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  • 1. “ Help Riga ” Voting for Monopoly Here and Now World Edition Case study by Cohn & Wolfe 2008
  • 2. Global campaign <ul><li>New version of game The World Edition </li></ul><ul><li>69 selected cities from around the world </li></ul><ul><ul><li>69 pre-determined cities* </li></ul></ul><ul><ul><li>22 free nominations </li></ul></ul><ul><ul><li>(results 20 +2) </li></ul></ul><ul><li>24 h online voting possibility at hasbro.com </li></ul><ul><li>Communication exclusively by PR means </li></ul><ul><ul><li>Interactive media </li></ul></ul><ul><ul><li>Word of mouth </li></ul></ul><ul><ul><li>Loyality campaings </li></ul></ul><ul><li>* Monreāla, Rīga, Keiptauna, Belgrada, Parīze, Jeruzāleme, Honkonga, Pekina, Londona, Ņujorka, Sidneja, Vankūvera, Šanhaja, Roma, Toronto, Kijeva, Stambula, Atēnas, Barselona, Tokio, Taipeja, and others </li></ul>
  • 3. Local campaign <ul><li>PR work: </li></ul><ul><li>Media announcements, nomination of spokes persons, setting up of inteviews; </li></ul><ul><li>Direct mails, word of mouth; </li></ul><ul><li>www.helpriga.lv </li></ul><ul><li>Information supporters – creative and media agency, radio, outdoor, TV, print, blogs. </li></ul><ul><li>Unclear rules about the results calculations created unjustified belief in possibilty of good result. </li></ul><ul><li>Gradual move of Riga to a higher place created support from brother cities Vilnius and Tallin. </li></ul><ul><li>25 January – start </li></ul><ul><li>12 February – 10th place </li></ul><ul><li>26 Februay – 5th place </li></ul><ul><li>29 February – blind voting </li></ul>
  • 4. Supporters
  • 5. Results announcement <ul><li>20 August 2008; </li></ul><ul><li>Simultaneous ammouncement around the world; </li></ul><ul><li>Vice President of Hasbro arrives in Riga personnaly to announce results; </li></ul><ul><li>1st news published at 2 am in diena.lv with countless following </li></ul>
  • 6. Publicity results <ul><li>During campaign (only detected publications) </li></ul><ul><ul><li>18 publications in 10 print media with average auditory 1 520 000 </li></ul></ul><ul><ul><li>141 publications in internet resources; </li></ul></ul><ul><ul><li>3 radio and 9 TV announcements developed and broadcasted unknown amosdunt of repeats (TV supproted the activity with their free air time) </li></ul></ul><ul><ul><li>3 radio and 3 TV interviews broadcasted, multiple reports and announcements on the process of voting (with multiplied repeats) </li></ul></ul><ul><ul><li>230 outdoor placments in Riga city </li></ul></ul><ul><li>Results announcement </li></ul><ul><ul><li>1 1 publications in 8 press media with average auditory 1 739 000 . </li></ul></ul><ul><ul><li>63 publications in 43 sites with average auditory 3 219 938. </li></ul></ul><ul><ul><li>6 (excluding repeats of news programs) broadcasts in 5 radio stations with 87 590 average auditory. </li></ul></ul><ul><ul><li>2 news lines in 2 television channels before the event </li></ul></ul><ul><ul><li>8 broadcasts in 4 television channels with 605 656 average auditory. </li></ul></ul>
  • 7. Avarenes post-campaing research
  • 8.  

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