Welovestories 2011 briefing to the students


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This is the briefing I presented to the European film school for the project kick off

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Welovestories 2011 briefing to the students

  1. 1. Toshiba Viral Promo Competition 2011 Flavio Fabiani
  2. 2. background after the success of the pilot scheme run at the National Film and Television School in UK last year the Toshiba Viral Promo Competition is being launched Europe-wide in 2010. This year the scheme is open to students from Germany, UK, Belgium and Poland kickoff days November 8th | Lodz Film School (Poland) (14:00-16:00) www.filmschool.lodz.pl November 9th | National Film and Television School (UK) (18:00-20:00) www.nftsfilm-tv.ac.uk November 18th | Hochschule für Fernsehen und Film München (Germany) (14:00-16:00) www.hff-muenchen.de November 22nd | RITS School for Audiovisual and Performing Arts (Belgium) (11:00-13:00) www.rits.be
  3. 3. some rules and conditions how to apply team budget submission judging promos production sanity check project pack prizes the amateur leverage
  4. 4. how to apply attend the briefing session to hear full details of the scheme from Toshiba study the briefs supplied by Toshiba put together a team come up with a brilliant idea, achievable within assigned budget
  5. 5. team at least 4 team members - students and/or graduates – should work on each production a typical team make up could be producer director cinematographer sound designer production designer production manager
  6. 6. budget €5500 budget will be provided by Toshiba to the best 6 proposals. This budget should include any school contingency and cover the use of the equipment six promos will be produced. One production from each of the film schools will be granted, the other two will be from the two best ideas out of all the submissions received finalists not members of NFTS, Rits, Lodz or Munich film schools who are chosen to produce a promo will win a prize of a short course at the NFTS! Sponsored by Toshiba
  7. 7. submission students must submit their proposals as well as the contact details of all team members by Monday the 17th of January 2010 students need provide both a hard copy and an e-mail version of their proposal suitable to be uploaded on the website references of past works done by the team members are also welcome all proposals will be uploaded on a dedicated website by the students/schools and be accessible for voting.
  8. 8. Toshiba Viral Promo Competition 2009 This area will contain Toshiba Viral Promo Competition 2009 videos alongside additional material background: storyboarding, interviews etc. - Submission details - Social media integration - Download details - Interview with key people - Blog - Details of how to maximise virality PROMOTE TO STUDENTS
  9. 9. Toshiba Viral Promo Competition 2010/2011 This area of the site will host the Toshiba Viral Video Competition 2010/2011 - Contestants will submit their ideas - Public will vote submitted ideas - Voting mechanism will utilise social media and maximise viral spread. WEBSITES REUSED ON CONTENTWinner promotedback through social media
  10. 10. How contestants submit their entries 1. Information, Entry form A page for each Download entry details rules and regs. entry is created which embeds the support material from the social sites 4. 3. 2.
  11. 11. How public can vote The finalists will 2. be selected by a combination of Each entry has its own page judges decision Contestants are and public voting. encouraged to share and get as many of The more votes their friends to share in order to improve their chances of the better the being selected. chance a 1. submission has. In addition to voting on Tweets, votes page, every Tweet or Facebook ‘Like’ will be counted for each individual and Facebook submission likes all count. Public
  12. 12. judging taking into account public votes cast on the website, Toshiba and the film schools representatives (the jury) will select 6 finalists who will make a viral promo based on the idea they submitted. proposals will be judged according to online public vote strength of the idea relevance to the brief the announcement of the 6 winning proposals will be made on the website on Friday the 31st of January
  13. 13. promos production after confirming their ability to deliver ideas to budget, the producers of each selected team must complete and have signed a personal project form before starting production or being able to access the budget each promo is to be between 30 and 120 seconds long and can also be made up of shorter pieces (max 6 episodes) the promo must be shot 16:9 full HD Toshiba will own the content of the finished promos so it is important that everything in the promo is copyright free. the 6 selected proposals must be produced by Tuesday the 3rd of May
  14. 14. sanity check when reviewing your proposals please make sure one important condition has been met: the audience positive emotions to the Toshiba brand (like, desire, appeal, etc.) have been increased by your promo
  15. 15. project pack – be generous online videos can dramatically increase their reach and viewer engagement with behind-the-scenes clips and interviews with the cast, writers, and directors. from the idea conception, through the team formation, the proposal submission, the casting, the shooting, until the post production and the final wrapping many interesting and funny things happen. we are interesting in setting the context of your work as much as possible to give an overview of the making the promo. It could include a bit of text, maybe some storyboards and sketches if you have them, pictures and videos taken behind the scenes also any background info on the making, including obstacles you may have overcome.
  16. 16. prizes on by the end of May the winner of the Toshiba Viral Promo Competition will be announced on the dedicated website winners will receive a cash prize from Toshiba the prizes are €5000 for first place, € 3000 for second place and €2000 for third place promos will be judged according to relevance to the brief viral potential / social media amplification ability to entertain the audience ability to positively engage people with the content delivery of extra content / richness of project pack
  17. 17. Toshiba Viral Promo Competition 2010briefing information
  18. 18. some info you need to know about Toshiba latest products branding project objectives target audience what‘s working
  19. 19. about Toshiba Toshiba is a world leader and innovator in pioneering high technology, a diversified manufacturer and marketer of advanced electronic and electrical products spanning information & communications systems; digital consumer products; electronic devices and components; power systems, including nuclear energy; industrial and social infrastructure systems; and home appliances. Toshiba was founded in 1875, and today operates a global network of more than 740 companies, with 204,000 employees worldwide Toshiba Europe GmbH headquartered in Germany, is comprised of 4 business divisions: Computer Systems, Storage Device Products, Visual Products and Electronic Systems Operations. as the headquarters for the EMEA region, TEG provides support and assistance to its local branch offices together, these divisions provide product offerings including industry leading portable and tablet computers, hard disk drives, camcorders and set-up boxes
  20. 20. latest products
  21. 21. branding our culture is characterised by its restlessness, by the constant need to improve, transform and build. Innovation is a constant feeling of constructive dissatisfaction, it is about moving forward relentlessly. at Toshiba, innovation is a journey, not a destination. we have a simple expression of our brand statement, an idea that applies to everything we do and everything we say. this Toshiba brand idea runs as a consistent thread through all of our communication. Each piece of communication demonstrates Toshiba’s “relentless innovation” by talking about how and why our products are developed. each message describes an individual journey that we have made. That can be about, innovating product, innovating design or improving quality.
  22. 22. project objectives work with highly motivated and innovative teams get fresh perspectives on company’s core values produce creative viral videos for online use
  23. 23. target audience customer or potential customers of Toshiba people passionate and curious about tech products film making students and fans bloggers dealing with viral video marketing
  24. 24. what‘s working all videos should have one common aim: entertain and engage the audience with the content some features seems to work on online viral videos encourage interaction be playful integrate online and offline allow users to customize treatments
  25. 25. encourage interaction find inventive ways to involve viewers with your content. Most online video series generate the majority of their views from original content, but reach can be extended by more than 30% with help from viewers copying and sharing your clips. the best example of interactive video is given by the Tippex campaign that featured the video “Hunter Shoots a Bear”. Viewers are invited to write whatever they want into the whited-out area of the interface and click play to watch as the hunter does what they say. www.youtube.com/tippexperience
  26. 26. be playful what makes an viral video more likely to succeed is the properly created playful environment. the “Play” element is usually effective because: Motivation: we need no motivation to play: we love playing. Engagement: play is an activity that we engage in for enjoyment. A game produces flow. When we play, we are deeply involved a playful element interrupts the user in his browsing to make him want to engage in the process and share it further on. Samsung HD phone campaign is a brilliant example of optical illusion that challenges the viewer to find out how it was made. www.youtube.com/watch?v=L_8BZLhBNyU www.dothetest.co.uk a social campaign by the Mayor of London is another good example www.youtube.com/watch?v=Ahg6qcgoay4&
  27. 27. integrate online and offline engage people during their daily life, involve them in a disruptive / unexpected process and make a viral video out of it, has proven to be successful in many cases the best example is given by the T-Mobile Dance. In a busy London rail station, something unexpected happened. Music began to play over the loudspeakers. Someone began to dance. The beat changed and by-passers joined in. www.youtube.com/watch?v=VQ3d3KigPQM another good example is given by the Volkswagen campaign ‘The Fun Theory’. The concept of the campaign is that the easiest way to change peoples behaviour for the better is by making it fun to do it. According with this motto they create a virtual piano to convince people to use stairs instead of the escalator www.youtube.com/watch?v=2lXh2n0aPyw
  28. 28. allow users to customize treatments many examples seen so far would improve their sharing and engagement potential if they added an element of customization through their consumption these videos become different and personal according to the viewer interaction with them. This aspect is can often be found in those digital artistic works which are by definition incomplete until the very moment when the viewer is approaching it. a very popular example is the Swedish Hero Campaign. The campaign is by Radiotjanst, the organisation behind collecting the license fee for TV and radio in Sweden. In an effort to encourage young metropolitans to pay the fee they came up with a ‘thank you’ video praising the subscribers http://en.tackfilm2.se/
  29. 29. the amateur leverage