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HOW TO HANG OUT FROM
ADVERT NOISE?

Dr. Peter Kiraly, founder
Rex Animal Island
HUNGARY
Objectives
To recognize different advertising goals and techniques
To understand the qualities of a good animal welfare ad...
General situation
• grasping for financial support
• no strategic thinking for communication
and fundraising
• lot of comp...
What creates the need?
•
•
•
•

an NGO is a firm
absolute competition
no segmentation
activities need adverts

We need a p...
How to win a position?
• Use up-to-date ad
• Build a „brand”
• Develope
Propaganda
• Techniques used to influence opinions,
emotions, attitudes or behavior
• It appeals to the emotions not the i...
How to hang out?
The good ad - 4 qualities
1. Attracts attention: COLORS,
BOLD headings, pictures, sounds
2. Arouses interest: by words and...
Ad techniques
•
•
•
•
•
•

Bandwagon
Snob Appeal
Plain Folks
Patriotism
Facts and Figures
Expert

•
•
•
•
•
•
•
•

Logical...
Combination of surprise and humor
Commercial
ad
Social Ad v Commercial Ad
Non profit

Commercial
• different target group
• the same advert rules
• the same techniques

•...
Use unexpected
flabbergasting images!
public
service
advert

…and share ideas! Thank you for sharing creatives.
Engaging Techniques - humor

diverts audience and gives a reason to
laugh often through the use of clever
visuals and/or t...
Common communication channells
The most
cost effective:
Social events
•
•
•
•
•
•
•
•
•
•

Festival Events
+ Awards
Summer camps (146 children)
World Guinness Record
Conferences ...
Social events
Special events

World Dog Show
Budapest 2013.
Unique ideas
World Guinness Record
Animals aren’t toys!
a toy

not a toy

6.540 toys collected / stringed out in 14 minute...
Develope! Be new timer!
2 millions dogs in Hungary
100,000 roaming on the
streets
The chances to get back to
their owners ...
New ideas
Integrated query system application
for mobile devices
An easily accessible application
Connected to all online ...
From shocking to phylosophy
From shocking to phylosophy
„Benetton type communication“
Advantages
• gaining a face with the media
• appropriation of category
• Risks
• legislation...
Report your activities !
Emotions
Images that appeal to the +/- emotions

+ emotions (desire for complete life, help)
- emotions (fear, sense of gu...
Tragic, encouraging!
Hope

His past is horrible. His future depends on you!
Dogs are bestsellers…
Our results
25.000 annual visitors
3.500 annual students
995 volunteers
6.700 donors
4000 rehomers
1.170 other partners
Hope you can also find a
similar position !
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ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly

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ICAWC 2013, Barcelona, Spain - Peter Kiraly's presentation on How to Hang Out From Advert Noise

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Transcript of "ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly"

  1. 1. HOW TO HANG OUT FROM ADVERT NOISE? Dr. Peter Kiraly, founder Rex Animal Island HUNGARY
  2. 2. Objectives To recognize different advertising goals and techniques To understand the qualities of a good animal welfare ad To create an original ad by using the latest techniques To show some examples and to give ideas
  3. 3. General situation • grasping for financial support • no strategic thinking for communication and fundraising • lot of competitors • no branding
  4. 4. What creates the need? • • • • an NGO is a firm absolute competition no segmentation activities need adverts We need a position !
  5. 5. How to win a position? • Use up-to-date ad • Build a „brand” • Develope
  6. 6. Propaganda • Techniques used to influence opinions, emotions, attitudes or behavior • It appeals to the emotions not the intellect • It is not negative or positive • The purpose is to persuade
  7. 7. How to hang out?
  8. 8. The good ad - 4 qualities 1. Attracts attention: COLORS, BOLD headings, pictures, sounds 2. Arouses interest: by words and humor 3. Creates desire: „you want it !” 4. Causes action: gets results (motivates to rehome, to donate, etc.) Advert vs Reality
  9. 9. Ad techniques • • • • • • Bandwagon Snob Appeal Plain Folks Patriotism Facts and Figures Expert • • • • • • • • Logical appeal Testimonial Glittering Generalization Emotional Repetition Humor Rewards M O T I V A T E S
  10. 10. Combination of surprise and humor Commercial ad
  11. 11. Social Ad v Commercial Ad Non profit Commercial • different target group • the same advert rules • the same techniques • • • • • involves the „drama” clear history / associations closer to the customer rings social and cultural roots deep emotional response • „Feel good” factor
  12. 12. Use unexpected flabbergasting images! public service advert …and share ideas! Thank you for sharing creatives.
  13. 13. Engaging Techniques - humor diverts audience and gives a reason to laugh often through the use of clever visuals and/or text
  14. 14. Common communication channells The most cost effective:
  15. 15. Social events • • • • • • • • • • Festival Events + Awards Summer camps (146 children) World Guinness Record Conferences (veterinary, breeders, etc.) Shows (World Dog Show) Music festivals (Sziget) Fairs (Xmas, easter) Exhibitions (Hungexpo, 19 Plaza weekends) Charity events (…boxgala)
  16. 16. Social events
  17. 17. Special events World Dog Show Budapest 2013.
  18. 18. Unique ideas World Guinness Record Animals aren’t toys! a toy not a toy 6.540 toys collected / stringed out in 14 minutes
  19. 19. Develope! Be new timer! 2 millions dogs in Hungary 100,000 roaming on the streets The chances to get back to their owners are reducing significantly by time. Many initiatives started for searching lost dogs.
  20. 20. New ideas Integrated query system application for mobile devices An easily accessible application Connected to all online communities For: • Owners / unattended dogs • Charities / adoption • Society / less stray dogs
  21. 21. From shocking to phylosophy
  22. 22. From shocking to phylosophy
  23. 23. „Benetton type communication“ Advantages • gaining a face with the media • appropriation of category • Risks • legislation (permit) • people (kick back) • economic results Shocking radio spot
  24. 24. Report your activities !
  25. 25. Emotions Images that appeal to the +/- emotions + emotions (desire for complete life, help) - emotions (fear, sense of guilt, etc.) „Save the Romanian dogs today. Tomorrow is too late!” Try to be positive if possible!
  26. 26. Tragic, encouraging! Hope His past is horrible. His future depends on you!
  27. 27. Dogs are bestsellers…
  28. 28. Our results 25.000 annual visitors 3.500 annual students 995 volunteers 6.700 donors 4000 rehomers 1.170 other partners
  29. 29. Hope you can also find a similar position !
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